In the era of the 24-hour news cycle and Twitter, journalism v. fake news, and near constant distraction and disruption, it can be very challenging to make an effective case for change (or against change), especially when it relates to public policy. Whether in the halls of the U.S. Congress, a state capitol building, or in a foreign nation, The Moak Group excels in building compelling narratives to lead advocacy campaigns for our clients that help to break through the noise and clearly articulate a persuasive message that gets noticed and gets results. Here’s a glimpse into how we achieve these measurable results.

Create Dimension to Grow your Audience

An advocacy campaign should be multidimensional. In addition to traditional “lobbying,” an effective campaign will also employ grassroots (and/or grasstops if there is no natural constituency to activate) to help further deliver the message. Advocacy campaigns should also typically have both an earned and paid media component to deliver messages into targeted audiences that are critical to winning the support needed for change.


Build Clear and Concise Message

Guiding all of these tactics should be a message that is simple and convincing, however, also nimble and targeted to specific audiences. Building this message, and the sub-messages, and the means of delivery, is a key component to public affairs and advocacy, and requires a skill set that is more akin to product marketing than traditional lobbying. This is where The Moak Group shines. We take the time to intellectually understand the policy, know the key influential players and targeted audiences, and have the skills and experiences to move quickly to write the winning narratives and sell them.

Have a Team Behind You That Can Do it All

At The Moak Group, our team brings public relations, marketing, policy, government, communications, campaign, management, corporate and labor experience to our clients. Our scope of work ranges from marketing and public relations consultation to advising executive leadership teams on government issues that impact their base of operations in the U.S. and around the world. When your issue needs an advocacy campaign, talk to us first. We’ll help you craft a plan for every media ecosystem, every audience, and every influencer and then lead the execution effort with a winning narrative that will guide every step in your campaign.

Michael Robbins

Michael Robbins

Founder & COO at The Moak Group
Michael Robbins' unique crossover work in government, communications, and corporate leadership gives his clients the benefit of a tactician who can navigate them through the challenges that come with working in Washington, DC.
Michael Robbins