Winning in Washington: How PR can drive policy wins in 2025

Proven Media Solutions has published a paper that will help lobbyists engage stakeholders and influence Members of Congress in 2025.

Authored by principal Dustin Siggins with key observations from five public affairs veterans, the paper examines how lobbyists can leverage PR to achieve policy objectives. It also analyzes when PR would hurt advocacy campaigns, such as when navigating top-secret or controversial issues.

“Clients will spend $4 billion on lobbying this year, the busiest legislative cycle since 2021,” said Siggins, a former Capitol Hill journalist. “The paper is a blueprint to help government affairs professionals engage the public, regulators, and lawmakers more effectively so that the government can fulfill its obligations to the American people.”

The paper also includes insights from five Washington insiders who endorsed the strategic value of public relations for achieving advocacy outcomes.

• “Public relations is an influence accelerator for many lobbying campaigns,” said The Toy Association Vice President of Public Affairs Owen Caine, who is also a board member of the League of Minority Voters. “Policies and regulations don’t change just because of facts and the truth – they also change because voices ranging from everyday people to respected professionals participate in the process.”

• “2025 is going to be active, and every lobbyist should keep this paper handy for when clients request a full-press approach to achieving their advocacy goals,” said Brian Darling, President of Liberty Government Affairs and a former Counsel for Senator Rand Paul (R-KY)
• “Research shows that op-eds shift public opinion,” said Keybridge Communications Managing Director Robby Schrum. “They can raise the salience of an issue over the long term and prompt ordinary Americans to engage with their lawmakers. That kind of engagement by the public can move votes — and change policy.”
• “Lobbying without a surrogacy and public relations component is like fighting a land war with rifles while the enemy has tanks,” said tax lobbyist and Center for a Free Economy President Ryan Ellis. “You’ll lose every time because it is public opinion that sways policymakers, and in the modern era you need a surround-sound approach to break through the noise.”

• “While lobbyists engage policymakers and constituent leaders, public relations engages everyday constituents to make a broader impact and bring more voices into the policymaking process,” said Shawn Friesen, Principal at Chamber Hill Strategies, a boutique healthcare lobbying firm.

The full paper is available on Proven Media Solutions’ website. No downloads are required.

Proven Media Solutions helps lobbying and public affairs firms make an impact with key stakeholders in Washington and in the states, pulling from experience in journalism, lobbying, and grassroots campaigns.