After what seemed like an interminable campaign, the presidential and U.S. Congressional elections are now over. The results of those races will have far-reaching implications for both businesses and individuals, but Congress isn’t the only legislative body that will directly impact Coloradans. In many ways, our own state house election results will have equally significant impacts when Colorado lawmakers convene in early January to begin the 2025 legislative session. 

Many organizations—both for-profit and nonprofit—have a stake in these debates, as public policy can not only impact their operations and bottom line, but also the consumers, communities and individuals they serve. During the 2024 legislative session, for example, Colorado lawmakers considered 705 pieces of legislation, 519 of which were signed into law. That’s over 700 opportunities to change the way systems and policies work in our state—and it’s critical that people and organizations impacted by them most make their voices heard in persuasive ways.   

Why Advocacy Communications Matter  

Media and public pressure have a long history of shaping public policy. In the 1960s, television and newspaper images ignited the civil rights movement, leading to a widespread public outcry and helping contribute to the passage of the Civil Rights Act of 1964. The 2017 #MeToo movement leveraged social media to highlight sexual harassment and assault, prompting stricter laws in many states. After the Parkland High School shooting, students and activists led the “March for Our Lives” movement, which gained massive media attention and encouraged Florida to pass legislation raising the minimum age for firearm purchases.  

Here in Colorado, we saw the powerful impact that public pressure can have on legislative action after the King Soopers shooting in Boulder. Local and national media covered survivor stories, community protests and advocacy calls-to-action created a heightened sense of urgency for lawmakers to create change. In 2023, Colorado passed laws that expanded waiting periods, raised the firearm purchasing age and implemented red flag law expansions. And in 2024, voters passed an excise tax on guns and ammunition to fund mental health programs and support services for crime victims. 

In addition to expert lobbyists working inside the Capitol to influence lawmakers directly, lawmakers value the opinions of those outside the Capitol – those of the media, the public and most importantly, their constituents. This is where advocacy communications plays a crucial role, amplifying these voices to shape public discourse and influence decision-making. 

Boosting ‘Inside the Capitol’ Efforts 

We leave it to lobbyists and government affairs staff to do what they do best – directly communicate with lawmakers to influence opinions, and ultimately, secure votes. Meanwhile, our work developing strategic messaging, compelling fact sheets, personal stories and localized data work in tandem to strengthen their efforts, providing impactful support from outside the legislative chambers. 

There are also creative ways to leverage traditional and digital media to influence lawmakers directly. Media may be interested in covering a committee hearing and conducting interviews with well-prepared spokespeople pre- or post-hearing on the issue. Social media makes it possible to “geofence” the Capitol, creating a virtual boundary around a specific geographic area and delivering targeted social media content to individuals within that zone. For advocacy groups and organizations with a stake in public policy, geofencing the Capitol is an innovative strategy to amplify their messages and engage lawmakers and staff in real time.  

Engaging Public Opinion ‘Outside the Capitol’ 

In addition to putting pressure on lawmakers inside the building, it’s also important to generate public pressure outside the building. There are a number of tools we can use to do this:  

• Earned media: Attention generated from sources including media (articles or opinion pieces), social media users, influencers or bloggers establish authority and reach broad audiences about a topic. Media can also be localized to reach specific lawmakers or committee members.  

• Email and digital campaigns: Lawmakers must consider hundreds of bills each year. Mobilizing constituents to contact their representatives about a certain issue increases visibility and attention to the topic among lawmakers.  

• Paid media: Utilizing ads to target specific geographic areas or populations can influence public sentiment and drive action.  

• Grassroots mobilization: Encouraging supporters to take action, such as signing petitions, attending rallies or participating in letter-writing campaigns, is an effective way to generate public attention on an issue.  

• Owned content: Storytelling is powerful. “Owned content” refers to materials you create and control, such as blog posts, website articles or organic social media posts. Sharing key messages through these platforms can help inspire and activate your network.  

• Toolkits and partner activation: The more voices lawmakers hear from, the greater the impact. “Toolkits” are resources you create—such as guides, templates or sample posts—that partners and supporters can use on their own channels to expand your message’s reach.  

Synchronizing Inside and Outside Strategies for Maximum Impact 

Organizations need both “inside the Capitol” and “outside the Capitol” strategies to maximize their policy impact. This integrated approach can reinforce advocacy efforts by increasing visibility and credibility, as well as creating a cohesive public narrative. At GFM|CenterTable, we partner with clients and their lobbyists to translate complex issues into messages and tactics that educate, engage and activate the public.   

For example, when we helped an anti-hunger organization pass legislation to provide free breakfast to low-income students, we leveraged students, parents and pediatricians who were testifying on the bill’s behalf by pitching their stories to local print and broadcast media. Or when Sun King Brewery wanted to change a state law that restricted Indiana’s brewers to producing a limited number of barrels per year, we utilized cheeky messaging, online action tools and social media to drive nearly 35,000 letters to legislators, prompting lawmakers to pass the bill.  

Interested in learning more about how we can support your advocacy efforts? Reach out to Lauren Noser, who leads our Advocacy Communications practice.