There are a number of well-established characteristics one should consider when hiring a lobbying firm. The firm should be experienced, well respected and, in most cases, bipartisan. The team of individuals assigned to lead the account should be subject-matter knowledgeable, well connected, and responsible. And it’s a lot better if you actually like them.
But often overlooked is the importance of choosing lobbyists who actually share your organization’s passion for the mission, or at a minimum, can demonstrate that they authentically believe in the policy objectives you’re looking to achieve. It’s one thing to work with a firm or lobbying team that is technically proficient and can work within your budget. It’s better if you can field a collection of advocates whose values and policy lens is consistent with your organization.
There is no better lobbyist than an advocate who is genuinely aligned with you.
For most entities, especially first-time participants in the federal lobbying game, choosing a government affairs firm can be a high-risk/high-reward gambit. The stakes are usually meaningful to the organization’s future success; sometimes they are existential. But at the end of the day, lobbying is sales—the strategic, data-driven selling of an idea, concept, or narrative. And as the adage goes, you can’t sell what you don’t believe in.
As co-founders of one of Washington’s largest firms, we never want to say no to a new business opportunity. Over the years, though, we’ve come to recognize that sometimes it’s in everyone’s best interest to be selective when taking on new projects.
Obvious client conflicts are to be avoided. But in cases where a clear conflict isn’t manifested, we’ve found it can be best to take a pass if we feel we’re not the best lobbyists to authentically make the case that the prospective client needs. Instead, we find success is most achievable—even on challenging topics—when we accept projects that align with our values and policy interests.
In the health care space, for example, we’re always excited to represent innovative life sciences companies that align with the agendas of patient advocates. Our firm feels strongly about the importance of drug and medical device discovery, as well as ensuring access to treatments and cures. We’re always looking for that win/win/win for researchers, manufacturers, and patients. As a result, we know that our research-focused clients are well represented by team members who bring passion and authentic interest to the task.
Our firm’s energy clients benefit from working with lobbyists who believe strongly in US energy dominance while taking an “all of the above” approach to energy generation, including both fossil fuels and renewables. Our firm’s representation of these clients is exciting work for us and unleashes our creativity in a way that only comes with belief in the mission.
Our firm supports dozens of local governments pursuing important infrastructure projects and social programs that in many ways represent the best and most quantifiable form of federal support for Americans where they live. We get fired up for this type of appropriations work and the potential to play a role in community revitalization.
When looking for a lobbying firm, clients need to consider a team’s expertise, record of accomplishment, and personality fit. But they also should ask, “Do these guys care about what I care about, and will they share my passion for the task at hand?” Lobbyists should care about the things you care about. In our experience, that’s what separates the lobbyist that gets the meeting from the one that wins the room.
This article does not necessarily reflect the opinion of Bloomberg Industry Group, Inc., the publisher of Bloomberg Law, Bloomberg Tax, and Bloomberg Government, or its owners.
Author Information
Andrew Rosenberg and Chris Lamond are co-founders of Thorn Run Partners.
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