2018 will be a big year in advocacy

The pace of activism in 2017 was mind-boggling and reasonable conjecture could leave the advocacy community to believe that this level of participation will be sustained and amplified. Beyond this broad observation, there are several compelling predictions that can be made about the 2018 advocacy outlook based on the current political environment. Competitiveness, technology advancements, data analytics, rising corporate and association engagement, and enhanced emphasis on ethics will play leading roles in 2018 advocacy at all levels.

The window for action on substantive legislation and funding is rapidly closing and time is of the essence. The 115th Congress will start to wind down and focus on retirements or reelection efforts. This will cause the advocacy community to become more competitive for the time, attention and legislative agenda moving forward. With many fixed issues with strict deadlines ahead, such as budget resolution, appropriations and immigration to name a few, advocacy groups will need to unleash any saved tactics with a renewed tenacity, which may result in a boon in overall spending towards public affairs campaigning.

{mosads}Aside from new spending related to competitiveness, advocacy groups will be seeking a technological advantage. By and large the technology has become more sophisticated. New tools have been released and the ease of use for the industry has greatly improved. What software will get the messages to Congress and staff? How can we blast our message across different platforms or rifle shot to specific segmented targets? The advocacy software business has seen a general boon, but has also become quite competitive with entities jockeying for market share and launching new content marketing programs to provide additional service and support to existing client bases as well as prospecting.

Running parallel to technology is the application of data. This is the year that organizations either use data effectively or become derelict. Dabbling with segments and trying to make sense of patterns, clusters of advocate traits, or the trial and error approach may have worked in the past, but the current political conditions will not yield results for passive participation. Applying and integrating advocacy data with other elements of the organization’s efforts is a necessity.

In 2017, we saw corporate entities speak out on political issues with some seeing positive profit gains and others getting hit with stock dips. From Dolce & Gabbana to Patagonia to the National Football League and Facebook, consumer brands got political. Lessons can be learned from each case study on how to effectively communicate as a company in the current political environment, but the overall result of these activities is proof that there is room for these companies to remain politically active as long as they are cognizant of the costs and benefits associated with their actions.

Even with companies becoming more active in the political process, the power of the association is strong. Trade associations and membership organizations provide core functions to their members and can provide an outlet to be more aggressive when it comes to advocating on must-win policy positions. Strength is in numbers and the association provides a forum to collect and organize political thoughts to create better persuasive agendas that can be communicated with Congress and the administration alike. With the power of the association comes great responsibility. Associations are going to be expected to deliver and in a competitive environment that is a daunting challenge with all the political and economic forces at play.

Advocacy is growing in leaps and bounds not only at the federal level, but is gearing up at state and local levels. Federal advocacy groups can learn a lot from the success and failures of state and local counterparts. The increase in civic participation, technology, financial resources, and personnel in the state and local advocacy communities also contributes to the looming competitiveness at the national level.

Competition and increased political and government engagement raises the bar in 2018 for ethical conduct and transparency. Scandals, allegations, ethics investigations and cutting corners by advocacy technologists, consultants and in-house practitioners are forcing the advocacy community to reflect on the standards in which we operate and practice our craft. This year will usher in a greater sense of scrutiny on the frameworks for grassroots action as well as direct lobbying and provide more of a right from wrong mentality that is universal. These issues are not new to our profession or to society, but the scope, scale and urgency for action have become more of a priority.

Joshua Habursky is director of advocacy at the Independent Community Bankers of America, chairman of the Grassroots Professional Network, and adjunct professor at West Virginia University.

Mike Fulton directs the Washington, D.C. office of the Asher Agency and teaches public affairs in the integrated marketing communications program at West Virginia University.