The campaign, called "The Power of A," has been budgeted to cost in the "high 6 figures" and will be aimed at the Obama administration, lawmakers and Capitol Hill staff, Graham said. The effort was designed by Ogilvy Public Relations Worldwide and will run online and on television through the end of May.

"Yes we lobby, but we also do education programs, we provide professional development for our members, and we set standards," said Graham. "We felt that word wasn't getting out."

Graham also said associations that lobby felt they were getting unfairly tarred by negative attention since the Jack Abramoff influence-peddling scandal broke three years ago.

"Associations bring a level of expertise that can't be found elsewhere," argued Graham.

Graham said his group has also been frustrated by the Obama administration's new communications restrictions on lobbyists with regard to stimulus funding. Lobbyists can only communicate with executive branch officials in written form on specific projects.

"It's patently unfair and perhaps unconstitutional," he said.

He said many in the association world are talking about filing a class action suit if they don't feel their concerns are addressed by the White House.

                                                                                         --Bara Vaida