Diversified Industrials

Digital Advocacy in Washington During COVID-19

Amid the growing global pandemic and the subsequent lockdown in the nation’s capital, businesses and industry groups must utilize virtual and online advocacy tools to help drive policy outcomes. Importantly, businesses must also ensure the appropriate tone and messages when communicating with government officials and congressional staff. It’s imperative to define your company’s role in addressing the pandemic, solidify your commitment to your workforce, notify public officials regarding business challenges, and maintain regular communication with state and local governments.

FTI’s seasoned team of experts from public affairs, government relations, and digital insights share four ways to drive policy outcomes using virtual and online advocacy tools while maintaining “social distancing.”

COVID Crisis in Washington

The federal government is now closed to “non-essential” employees, and Congressional leaders are debating the Constitutional authority to consider voting on legislation remotely.

Regardless of physical location, in the past month, the Trump Administration and Congress have instituted a series of unprecedented reforms, including:

  • Enacting two legislative packages that provide economic stimulus and financial assistance to medical providers and local governments combating the coronavirus outbreak
  • Lowering the federal interest rate to near zero
  • Invoking the Defense Production Act to secure thousands of test kits
  • Issuing guidance related to “critical infrastructure” sectors that must remain open
  • Signing into law an additional $2 trillion legislative package – the largest in US history – that provides relief to large companies, health care systems, small businesses, and more

Despite COVID Crisis, Work Continues on Other Policy Priorities

As the government responds to COVID-19, congressional committee leaders continue to forge ahead on other must-do policy priorities, including annual appropriations bills and the FY21 National Defense Authorization Act (NDAA), to name a few. For example, committees have suggested holding virtual hearings with Cabinet Secretaries, and proceeding with mark-ups remotely later this spring.

What is certain is that additional regulatory and legislative measures will be needed throughout the year. As businesses and trade associations cancel their ‘fly-ins’ and ‘lobby days,’ it’s imperative for companies and advisors to quickly adjust to the new normal in Washington, D.C. and institute innovative strategies and tactics to continue to drive policy agendas.

Deploy Creative Tactics During COVID-19

Amidst this time of “social distancing,” there is a lot of work to do in Washington as decision-makers continue the debate on new policies to stimulate the economy. As such, corporations need to have their voices heard—maybe now more than ever—but in lieu of fly-ins, fundraisers, and handshakes, the traditional approach may not be a viable option.

 

Graphic by Kim Althausen

  • Virtual Town Halls: As states continue to encourage social distancing, advocacy groups can look to “gather” with a virtual town hall. Whether by video livestream, or social media platforms such as Facebook or Twitter, organizations can engage with target audiences, answer questions and share important information.
  • Advocacy-Specific Social Media: One of the most powerful things about in-person advocacy is the, at times overwhelming, volume of voices united around a single issue or platform. To capture that same spirit, transforming existing social media platforms to focus primarily on advocacy or build an advocacy-specific social media handle.
  • Display Advertising: As more people settle into working from home, including policymakers and their staff, it is critical to find ways to meet target audiences where they are. Display ads across websites that key stakeholders frequent will ensure they see the advocacy campaign’s messages.
  • Geo-targeting: In spite of new work from home policies, there is still an opportunity to target key audiences based on their locations. Depending on the stakeholders, digital ads can be served down to the zip code level – once again, delivering important information and advocacy messages directly to where audiences are.

End Game: Protect Enterprise Value

Organizations that do not engage in the public policy debate may miss both incoming threats and opportunities related to their business operations. There is a challenging but necessary balance to strike to ensure business continuity during this crisis.

Stakeholders cannot advocate in the same fashion in which they did before COVID-19. The private sector must demonstrate their commitment to people over profits, as well as demonstrate their operations are essential to public health and the global economy. Companies that view this crisis as an opportunity to increase market share or gain other competitive advantages will likely be unsuccessful and risk irreparable damage to their brand, reputation, and enterprise value.

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