"A long-time reader (CR) writes in to ask, just what is this "astroturf" or phony grass-roots organizing you keep talking about?
Good question. Let me see if I can answer it.
Start with the premise that any organized interest group or corporation can hire some shark who served a few terms in the House and have him go to the Hill and lobby. But what really gets Reps' and Senators' attention is when the issue being discussed is one that people care about back home. One that can get the switchboard humming with calls from the district.
That matters.
If angry voters are pissed because Senator X isn't supporting or opposing amendment Y, that matters a helluva lot more than the lobbyist's $2000 suit, manicured fingernails, and gaudy watch. Astroturf organizing begins with the following question, why can't we buy that kind of support too?
Well, it turns out you can! Or at least, sorta. Astroturf organizing describes a series of services consultants provide to simulate the existence of grass-roots interest or concern with an issue. It's fake grass-roots, thus 'astroturf.'
So how is it down? Basically, with a mix of phone-banking, setting up of front groups meant to imitate citizen groups, media campaigns, and the like. Perhaps even demonstrations if a sufficient number of rent-a-protestors can be assembled. On top of this, mix in some clever new angles for your message... like maybe pollution actually counts as paid speech and is thus constitutionally protected! These guys are very creative."
more at
http://www.talkingpointsmemo.com/archives/week_2002_02_24.html#000610