"An organization must make its case, no matter what the rules are, no matter the atmosphere," Bill Pendergast, general manager of Fleishman-Hillard's D.C. office, told PR Week. "If it can't make its case one way, it must find another way."

Hence, greater CEO visibility -- as well as an increased emphasis on broad social media and grassroots programs -- are among the things business and organizations are relying on to replace traditional lobbying on public policy issues.

The White House has imposed a ban on some verbal communication between registered lobbyists and executive branch officials when it comes to so-called "stimulus" funds. It also requires federal officials to document all meetings and phone calls with registered lobbyists about stimulus projects. Moreover, the White House has limited the role lobbyists can play in the administration, including banning lobbyists from executive agency advisory boards, despite concern that the move could strip such panels of needed expertise.

The result, PR Week reports, is that the restrictions have caused companies to reassess their public affairs strategies.

For instance, "placing CEOs in the spotlight can provide media relations opportunities that might not have existed before, especially as lobbying firms step back into consulting roles...." PR Week reports.

Moreover, the Obama restrictions have given organizations an opportunity to use social media as a way to communicate issues broadly. "We're creating online grassroots as a means of getting to Congress," said Peter Prodromou, executive vice president and corporate and advocacy practice leader for Racepoint Group. "It's a way to get people back into the Democratic process more directly."