Whatever about hearts and minds, only Micheál Martin's opinion matters, writes Carl O'Brien.
The Dáil is on its summer recess and TDs are on holiday, but the public relations battle over the Government's ban on smoking in the workplace is quickly gathering pace.
Despite the traditional lack of news during the dog days of summer, the debate on the implications of the ban are keeping the media busy due to a frenetic public-relations and lobbying campaign on both sides of the divide.
The recently formed Irish Hospitality Industry Association, which claims 3,500 members and styles itself "the campaign for compromise", is working to keep the issue in the local and national media over coming weeks.
It is issuing regular press releases highlighting the "misinformation" of supporters of a blanket ban, warning about the "devastating" implications for businesses and throwing light on the "shifting" position of the Minister for Health, Mr Martin.
But with opinion polls showing a substantial majority of people in favour of the ban, the real battle is at political level.
The alliance, assisted by a former special adviser to the Taoiseach and a former general secretary of Fianna Fáil who run the public relations firm Q4, is organising a nationwide campaign to encourage business people to lobby their politicians for a compromise.
A series of information meetings is being held in August aimed at employers or suppliers to restaurants, using high-profile individuals such as the Irish rugby international and publican, Peter Clohessy, to publicise its message.
The briefing notes suggest lines to take, such as the need for a balance, the New York experience and potential business effects in some regions.
"The real battle is an internal one within Fianna Fáil," says one public relations expert. "This decision is in the hands of Micheál Martin.
"No Cabinet decision or bill is needed, because the legislation is already enacted."
The presentation of the ban as a "campaign for compromise" also makes it more palatable for wavering TDs to object to the Minister's plans as they already "share the goal of reducing smoking in Ireland", according to official literature.
And there are already signs that the campaign could be working.
The Fianna Fáil TD, Mr Noel Davern, claims at least 50 members of the 111-strong parliamentary party are in favour of a compromise.
Two members of Cabinet, the Minister for Agriculture, Mr Walsh, and the Minister for the Environment, Mr Cullen, have voiced concerns over the ban.
One of the key dates in the campaigners' diary is a parliamentary party meeting in October, where Fianna Fáil backbenchers will propose a motion calling for a compromise in the legislation.
If the issue makes waves at the meeting, it will boost the campaign. If it sinks without trace, it will represent a major blow for the pro-smoking lobby.
The Minister for Health, who is staking much of his political reputation on implementing the ban, is also fighting back.
He is organising a series of public meetings around the country, which doctors, unions and health organisations are expected to attend.
The Minister has also sought the services of the public relations firm, Grayling Gilmore, which will help to manage a separate "public awareness" in the coming months.
Instead of arguing over the implications of business, the Minister's mantra is that there can be "no compromise on health" and that workers have a right to a safe working environment.
He is being supported by major unions, such as Mandate and SIPTU, and health organisations such as the Irish Cancer Society which are also regularly using the media to restate the health benefits of the ban and how "unworkable" a compromise solution would be.
Whatever the battle for hearts and minds, one public relations expert says the opinion of only person matters at the end of the day: Micheál Martin.