And now ... a friendly message from your local member of Congress

When Rep. Steve Cohen (D-TN) stares out from the television to tell his constituents to lead a heart-healthy lifestyle, he is, strangely enough, being lobbied by one of the most powerful interest groups in Washington.

On a morning in May, Rep Cohen heads to a makeshift studio on Capitol Hill set up by the National Association of Broadcasters (NAB), where makeup artists poke at his face before assistants usher him into a video production room. The final product is a public service announcement that will air on television stations in Cohen’s district, reminding viewers to make healthy choices — and, of course, reminding them who their friendly, health-conscious congressman is. The other important product is good will for the NAB, which pays for production and comps the airtime via member stations. NAB spokesman Dennis Wharton says the PSA campaign is an important tradition for over-the-air radio and television stations that feel a responsibility, as members of local communities, to help spread positive messages. “We have the franchise on localism,” he said. The takeaway for lawmakers is positive publicity. This year, the NAB gave lawmakers the chance to take a stand on some important topics, largely of the universally palatable variety.