Divide and conquer.

Via Politico:

President Barack Obama is trying an end run around the NRA — rallying groups as varied as churches, medical organizations, retailers and the Rotary Club to build support for new gun regulations.

It’s an unusual strategy but one the Obama administration has used before: projecting strength on an issue by trying to create the perception that the White House is riding a wave of momentum from the American people. It was the theme of Obama’s two presidential campaigns and was central to his campaign-style road show to tout his fiscal cliff priorities in December.

Participants in Vice President Joe Biden’s meetings have said the White House is seeking to mount an aggressive effort to back the gun-control push, which is likely to formally commence next week after Biden delivers his recommendations to the president.

During one session with a dozen religious leaders on Wednesday, Biden made a specific request to those gathered to preach to their congregations about the importance of enacting stronger gun control laws, said the Rev. Michael McBride, a participant in the meeting and a community organizer for the PICO Network, an alliance of faith-based organizations.