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Did Blue Cross Blue Shield go too far in its war of words against congressional health care reform?

Rep. Pricey Harrison of Greensboro thinks so and now she's got company.

Twenty fellow legislators have joined Harrison, a Democrat, in asking state Attorney General Roy Cooper and the state insurance commissioner to investigate whether the insurer crossed the line in its appeal to North Carolinians to oppose federal health care bills, specifically a public option for coverage. Those lawmakers include Rep. Alma Adams and Sen. Katie Dorsett of Guilford County and Stan Bingham of Guilford and Davidson counties. Bingham is the lone Republican among the 20.

Harrison is contesting BCBS' use of automated robocalls that began in October to press its case against the federal legislation. She questions whether those calls violated the state's do-not-call registry. Harrison also has challenged whether it is appropriate for the not-for-profit corporation to use premium revenues to pay for what amounts to a political campaign.

Harrison obviously has a dog in this fight. She has been part of a White House working group on health care reform since July.

But on the issue of the robocalls, BCBS does appear to be on shaky ground.

State law allows communication with current customers about company products and service. These calls, however, also went to noncustomers. Further, the Attorney General's Office has said in a letter to BCBS that some of the calls did not provide proper contact information, as the law requires.

The company could face a fine, depending on the final ruling.

Even more germane is what the public thinks.

Blue Cross has a right to voice its concerns. Yet, besides stumbling over legalities, it also seems to be suffering from a health issue of its own: tone deafness.

Even as it was making its case with customers last month via postcards asking them to contact U.S. Sen. Kay Hagan of Greensboro to express their opposition to government-run insurance, it was making them angry by announcing an increase in premiums ranging from 11 percent to 26 percent.

BCBS already has a hard time couching itself as David versus the feds' Goliath. It commands a 72.5 percent market share in the state and more than 96 percent of individual policy coverage.

Again, that's not to say Blue Cross doesn't have a right to speak its piece.

But some of the $158 million it reported in net income in 2008 might have been better invested in a more effective public relations strategy.

We could have told them that for free.