Whether you’re shaping policy, managing a corporate reputation, or influencing public perception, the old playbook isn’t enough.
With a new administration in place, federal agencies are shifting priorities, new leadership is taking the reins, and regulatory and policy battles are already unfolding. If your public affairs strategy hasn’t adjusted yet, you’re already behind.
Whether you’re protecting your industry’s interests, pushing back against new regulations, strengthening your company’s reputation, or mobilizing public support, your digital advertising strategy needs to be targeted, adaptable, and built for the moment. Here’s how to make sure you’re reaching the right people, at the right time, with the right message.
Stop Targeting Empty Offices
New leadership means new power centers, and where you’re targeting decision-makers matters.
Here’s what you need to update:
- Geofencing new office locations, neighborhoods, restaurants, and hubs of political activity
- Targeting networks of influence – not just officials, but the staffers, advisors, journalists, industry leaders, and advocacy groups shaping their decisions
- Event-based targeting for legislative sessions, regulatory hearings, corporate summits, and key conferences
If you’re still running ads against last year’s targets, you’re wasting money.
Say Something That Cuts Through the Noise
Public affairs today isn’t just about who’s in office – it’s about the narratives shaping public perception, media coverage, and policy priorities. Whether you need to respond to an evolving regulatory environment, build credibility with new decision-makers, or shift the conversation around your corporate priorities, your messaging must be clear, urgent, and adaptable.
- Call out the stakes. Don’t let your issues take a back seat.
- Make your message impossible to ignore. Use digital advertising to drive urgency and engagement among highly targeted audiences with highly visible placements and formats including news, social, and CTV.
- Align landing pages, creative, and ad copy with today’s landscape – and stay ready to shift your strategy in accordance with relevant current events.
Policymakers, corporate leaders, and the public are drowning in competing narratives. If your message doesn’t stand out with relevance and clarity, it won’t stick.
Hit the Right People (Not Just the Big Names)
Real influence isn’t just about top leadership – it happens behind the scenes, in conversations happening among advisors, staffers, analysts, and industry insiders. Make sure your targeting includes:
- Political appointees, agency heads, and key regulatory decision-makers
- Corporate executives, board members, and industry trade associations
- Policy advisors, legislative staff, and third-party validators who shape the discussion
Getting a bill passed, a rule changed, or a corporate reputation strengthened isn’t just about who’s in charge – it’s about a robust network of key influencers.
Go Beyond the Usual Channels
Your audience isn’t just reading policy memos or scrolling LinkedIn. Want to make sure your message is everywhere they are? Expand beyond traditional digital placements.
- Podcasts and audio advertising – the new talk radio where policymakers, executives, and industry leaders actually pay attention
- Digital out-of-home (DOOH) – because the right message in the right subway station or airport exit matters
- Native advertising and sponsored content – get in front of decision-makers in the publications they trust
Meet your audience where they are already spending time and consuming content, and take the extra step of making sure your creative is fit-for-format. The more places they see your message, the more likely they are to act.
This Moment Demands More Than the Status Quo
Public affairs today is more competitive than ever. Whether you’re shaping policy, managing a corporate reputation, or influencing public perception, the old playbook isn’t enough.
A digital-first public affairs strategy ensures your message lands with the right people at the right time—and drives real results.
Let’s build a campaign that actually moves the needle. Contact us today.
