APCO Worldwide recently released the third update to its annual TradeMarks Study, which measures the influence and efficacy of advocacy associations in Washington. The study surveyed 306 policy leaders in Washington—congressional staff, executive branch officials and private sector executives—to identify what makes an association an effective public policy advocate in the eyes of its key stakeholders.
‘Whether it’s advocacy for well-established manufacturing interests, the digital economy, or one of the most esteemed professional associations in the United States, the common factor across all of our panelists is a willingness to be iconoclastic and look for new paths and new strategies to deliver in Washington,” said Lisa Ross, managing director of APCO’s Washington office, in a news release.
“This year’s study shows that relationships still matter, but storytelling and independent third party validators serve as differentiators for associations,” said Bill Dalbec, the study’s principal investigator and deputy managing director for APCO Insight, in the release. “Our results demonstrate that the most effective associations are increasingly focusing on these latter two areas to achieve their policy goals.”
APCO’s research also found that understanding the changing nature and rhythm of how a Hill staffer receives information will be crucial to effective advocacy in the future. As they now routinely receive their information on-the-go via mobile devices, the importance of mobile-optimized and targeted communication is increasingly important to reach these individuals.
“Effective associations in the future need to be nimble, responsive and versatile, open to working with new allies to come together quickly and target an issue,” said Gadi Dechter, senior director and head of APCO’s Washington D.C public affairs practice, in the release. “Effective associations will increasingly need to be technologically savvy and sophisticated in their targeting, and through it all, have a resonant story that can be communicated simply.”
Access the complete study here.
Source: APCO Worldwide; edited by Richard Carufel