Changing times, and skills needs, for Policy Professionals
Over the past five years, a confluence of interrelated trends have amplified digital media’s importance as a tool for influencing policy outcomes. Social media’s role in political communication, which has been growing steadily for over a decade, reached outsized proportions during and after the 2016 U.S. presidential campaign.
Despite the rise of grassroots movements and increasing outspokenness of the public on policy issues, shaping policymaker opinion remains the top reason for organizations to invest in issue advocacy given their unique and outsized role in shaping policy outcomes. The leading policy professionals we spoke with were partnering with advertising and media consultants to measure the precise impact of their issues ads on policymaker opinions of their brands. This detailed brand and reputational tracking provides policy professionals a clear, articulable metric for conveying how their organizations’ investments in government affairs translate into outcomes in Washington.
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