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In 1998 [[John Scruggs]], a Washington D.C. lobbyist for [[Philip Morris]] described the "echo chamber" approach to advocacy as constituting the repitition repetition of a selected message by the most credible sources that surround a decision maker. "The more a particular view or piece of information 'echoes' or resonates through this group, the greater its impact. Grassroots efforts are so effective in modern day advocacy programs because they cause many constituents to repeat the same message to the target Member. Grasstops or "Influentials" campaigns work because those highest on the hierarchy scale, with the greatest degree of credibility, repeat the same or similar messages. You will note that the echo chamber effect can work in two different ways. First, the same message can reverberate among multiple sources toward the target Members. For example, the same information from polling data captured in a single poll can be repeated by the media, congressional colleagues, lobbyists and advertising. Second, similar but complementary messages can be repeated by a single source...Either the repetition or "piling on" approach provide the same result: enhanced credibility and influence of the essential message," he explained. [http://legacy.library.ucsf.edu/tid/xiz37c00]

*[httphttps://www.prwatch.org/forum/showthread.php?s=&threadid=3541 Jim Lobe for ''Asia Times'']: "the structure's most remarkable characteristics are how few people it includes and how adept they have been in creating new institutions and front groups that act as a vast echo chamber for one another and for the media"