The Student Loan Industry’s Messaging Machine at Work

As we reported on Tuesday, Qorvis Communications, a top public relations firm in Washington, has taken the lead in the student loan industry’s efforts to manufacture grassroots student opposition to legislation that would eliminate the Federal Family Education Loan (FFEL) program. But getting students to rally behind an unpopular industry that profits from their indebtedness has not proven to be an easy task. The firm’s desperation has become all too evident in recent weeks.

Take, for instance, the case of Patrick McBride. In a press release announcing the launch of its “Protect Student Choice” public relations effort, Qorvis officials listed McBride, a student at Vanderbilt University, as one of four “local campaign members” — with the others being leaders of non-profit student loan agencies.

But who is McBride? A former colleague of ours, the enterprising Ben Miller of Education Sector, sought to find out. In an interview he conducted with McBride, Miller learned that he was a first-semester freshman who got interested in the issue while doing research on the Internet. McBride, who would not say whether or not he had taken out student loans (although he added that he “did not have a stake” in the issue), was initially “ambivalent” about the student loan reform legislation. But after talking to David Mohning, the university’s financial aid director and a longtime supporter of the FFEL program, he was convinced that the bill was a bad idea.

McBride then wrote a column for the school’s conservative publication the Vanderbilt Torch, decrying the measure as a “government intrusion into private markets” [despite the fact that FFEL is already a government program]. Soon after, Qorvis contacted him, asking whether he would be interested in participating in its campaign.

To be absolutely clear, we do not have any beef with McBride. Individuals are entitled to their own opinions, and far be it for us to object to them expressing their views in writing. But isn’t it telling that after working for months to manufacture grassroots opposition among students, this is the best they could come up with? A first semester freshman, who may not have even borrowed student loans, writes a column in a college publication and suddenly becomes one of the campaign’s chief spokesmen???

But contrary to reports, McBride is not the only student that Qorvis has recruited for this effort. The firm has actively courted the College Republican National Committee to mobilize its members to speak out against the legislation. Uncharacteristically, the group, which typically focuses on helping elect Republican candidates and training future Party leaders rather than taking positions on specific legislation, recently agreed to take part in the campaign.

Zach Howell, the national chairman of the College Republicans, made the announcement during a faux television interview conducted by Karen Hanretty, a managing director at Qorvis who previously served as the communications director for the National Republican Congressional Committee. “We’re engaging our membership in any way we can on this issue,” Howell said. “It certainly is important to them and to the future of higher education in this country.”

During the interview, Howell acknowledged that he had not done a lot of research on the issue and demonstrated that he didn’t fully understand how the federal student loan programs work. For instance, he warned that a shift to 100 percent direct lending would result in having “rates set in Washington,” when of course they already are. He raised the specter of “long lines” at the financial aid office and “poor service,” and said that “all sorts of burdensome regulations and difficulties will be placed on students and schools.” The one example he gave was of California Polytechnic State University, whose “depleted Financial Aid office” (as described by the student newspaper) appears to have perennial problems administering federal financial aid (see here and here). Howell neglected to mention that the vast majority of schools that have made the transition to the Direct Loan program so far have found the process to be easier than they thought.

But, of course, it makes little difference to Qorvis officials whether the students it recruits have a firm grasp of what they are talking about (those who do probably wouldn’t want to shill for the loan industry). They are simply looking for warm bodies to make it appear that there is a genuine grass roots movement against the legislation. Focusing on the College Republicans seems like an odd choice, considering that the bill’s fate rests in the hands of moderate Democrats. The group does, however, boast of having more than 200,000 members and if the individual students are not upfront about their affiliation when they contact their lawmakers, they could provide the illusion that there is genuine student angst over the bill.

As we said on Tuesday, this is a truly cynical effort. It is indeed a prime example of special interest lobbying at its worst.