The US Chamber continues to respond to criticism of its positions on climate control and other issues by taking a tougher stance on what its trying to achieve.
So from one perspective, the US Chamber has successfully raised awareness of the organization. Today, it scored a front-page Wall St. Journal article, "No Deal: Chamber Chief Battles Obama."
Not bad for an organization that had been called a sleeping giant.
But is this tough go-it-alone stance going to pay off in the end? Will the visibility drive companies to embrace and support it or push them in an opposite direction?
Seems to me there could be an opportunity for another business-focused organization that is willing to be less intransigent, more interested in dialog. (As an example of how unwilling the US Chamber is, it wouldn't even talk to the Wall St. Journal on the above article.)
When all is said and done, I think the US Chamber will have raised awareness of the organization and will have also hurt its reputation. Because at some point, Congress will enact new legislation, which is sure to be a compromise, and I'd bet the US Chamber will not win -- which its critics could characterize as a loss.
I think a take-no-prisoners approach is much more difficult in a Web 2.0 world, where a lot more people can respond and make their views known. And in an environment that encourages engagement, the fact that the US Chamber is not engaging is a mistake.