Its amazing how short memories can be, and in particular how the media can “invent” something that has long been around.

Due in large part to the media’s love affair with Barack Obama, recent stories have developed on how the President has turned average citizens into lobbyists – a group he has publicly denigrated on more than one occasion – and what a powerful force they can be at the grassroots level if organized and motivated as he so successfully did in his 2008 presidential campaign.

Notwithstanding his personal success in mobilizing his troops to successfully wage his campaign (which was extremely well done), grassroots lobbying has been around longer than Barack Obama has been out of grade school. And, corporations and associations that woke up years ago to the tremendous impact it could have on legislation important to their future have long understood the power of the “voter back home” in influencing Congress and the Administration.

The problem is – most companies still don’t utilize the resources at hand in terms of “back home strategies”. In the current environment of new media and instant communications these companies have the potential to fall even further behind in the on-going challenge to impact public policy that dramatically affects their employees, customers and shareholders.

It is no longer good enough just to raise and give campaign funds, know your local Congressman or Senator primarily through your Washington government affairs office, and/or write a letter or make a phone call from the Chairman’s office. Members of Congress pay attention to what is happening “back home” in their district or state – that is how they get re-elected.

An intensely organized, comprehensive, innovative, long term, new media focused grassroots and grass tops initiative can pay great dividends for any company or association that is impacted by government – which is just about every company and association that exists.

A Nation of Lobbyists? With all due to respect to our President, that is what democracy is all about. The question is – will corporate America finally play?