If you spend a significant amount of time as an advocacy professional, you will need to get comfortable with reinventing your style, strategy, and tactics regularly. Advocacy is not a fixed discipline, where the same approach will work time and time again. Lobbyists and grassroots professionals who are open to change and new tactics can stand the test of time and help government work for their organizations and industries.

Research, data, trends, learned lessons, and professional instincts can help modern advocacy professional continually update their skill set to reflect the changing tides—regardless of their age or level of experience. Consider the tools that today’s government relations professionals need to master: The 30-year advocacy veteran may have to run a social media campaign “geofenced” around Metro stops near Capitol Hill and targeting specific members of Congress, while the 20-something junior staffer fresh out of school will have to jostle for the time and attention of senior congressional staff. One minute the modern lobbyist might have to monitor email open rates and evaluate A/B testing results—and the next minute tally a whip count on an upcoming vote by calling key Hill staff.

The divide between direct lobbying and grassroots lobbying continues to close, and the modern lobbyist must have a working knowledge of both indirect and direct tactics. The expansion of the communications landscape has accelerated this change, with social media and other technology-enabled channels making it possible to reach government officials, media, and colleagues 24/7.  

One minute the modern lobbyist might have to monitor email open rates and evaluate A/B testing results—and the next minute tally a whip count on an upcoming vote by calling key Hill staff.

This is both a blessing and a curse. On one hand, an advocate can reach a key decision maker and alter the debate on an issue almost instantaneously. But he or she can also inadvertently tweet or email an inappropriate message and deep-six a critical relationship or campaign. Knowing how and when to use our expanding set of tools is critical.

Regardless of age, and in every communication channel, GR professionals need persuasive verbal skills and must be able to write effectively. Key message development, spokesperson training and discipline, and the ability to keep multiple communicators speaking with “one clear voice” are more essential than ever in today’s cluttered communications environment.

The modern lobbyist must be well-versed in communications, marketing, politics, history, sociology, human psychology, and other related disciplines. The required skill set is nothing new, but the scope has evolved and expanded.

Lobbying is a necessary fixture in American politics and has proven its value to democracy and the legislative process. Current and future public policy challenges will be met and conquered—as long as advocates are open to reinvention.