I’ve worked in public affairs and politics for longer than I care to admit, and a lot of work in politics is instinct driven. What will motivate voters to go to the polls? What issues will move a lawmaker in their district? What relationships and outside forces have the best power to persuade?
While instincts and experience will never disappear as a key driver to public affairs campaigning, in an era with short attention spans, 24/7 news cycles, and social media, breaking through the noise and moving your issue takes more than instinct – it takes quality data.
Grassroots and Grasstop Engagement Will Always Win the Day
People are at the heart of any good public affairs campaign, and a savvy political professional knows that driving both quality grassstop touch points as well as a high volume constituent and community voices puts real pressure on lawmakers to act.
But where does the data come into play here? For one, sometimes fights pop back up year after year. Anyone who engaged with your campaign should never be one and done. At K2, we use constituent engagement tools that store the data of everyone who sends in letters or makes contact with lawmakers for our clients’ issues. That means that anyone who weighed in from previous cycles – even if it was someone who may have come to the campaign through a digital campaign – can be re-engaged and encouraged to reactivate.
Similarly, if you have people who weighed in one tax fight, for example, they may be interested in engaging in future tax fight campaigns too. When data is used correctly, it’s about expanding your base, re-engaging voices in smart ways, and ensuring you can build your pool of advocates year after year.
And the Survey Says..
When we talk about instincts, many public affairs professionals have an immediate take on what a lawmaker or voting block will react to, and want to immediately lean into that messaging. While those instincts are often good, sometimes biases, missed experiences or community dynamics can leave them with major gaps.
Polling and surveying is another arrow in the quiver of a political professional. Message testing helps you better understand and dive into what will move the needle for your clients and issues. If clients have the resources for polling, it can be a great data-driven tool to build a more effective campaign.
Marrying Data and Political Instincts Will Win the Day
Data elevates a public affairs campaign, moving it from reactive to proactive. But relying solely on data and ignoring your expertise, gut instincts, and relationships can create a cold, ineffective campaign that misses the mark.
Using data effectively to build and utilize coalitions, and to better understand what narratives drive policymakers and the public, along with some keen political instincts, make for a winning public affairs campaign.
Want insights into your next public affairs campaign? Reach out to me at ct@k2andcompany.com!
Chelsea Thompson, Vice President of Public Affairs