The Heritage Foundation, which has acknowledged its indebtedness to AEI for its innovative approach to marketing ideas, also takes considerable pride in the success of its own op-ed page program. In addition to articles, these and other think tanks provide the media with an endless stream of press releases and communiques. Think tanks also recognize the importance of gaining access to the broadcast media. It is not difficult to understand why think tanks covet media attention. After all, as Heritage and others have discovered, one favorable quote about an institute's influence in the policymaking community can help propel them into the national spotlight.
Several factors are worth considering.
First, think tanks that have large and diverse research programs supported by dozens of personnel are likely to be better positioned to attract more media exposure than are institutes offering only a narrow range of expertise. Think tanks, such as those mentioned above, appeal to journalists because they can comment on a wide range of domestic and foreign policy issues. In a sense, Brookings, AEI, Heritage, and Hoover function as one-stop policy shops. They also appeal to journalists who are consciously looking for a particular political perspective on an issue. For instance, when reporters call the Heritage Foundation, well known for its commitment to free market principles, they can be assured that any proposal by the president or Congress to increase taxes will be criticized.