Lizzy Leer 
For nearly six years, I led social media strategy on Capitol Hill for multiple members of Congress. Each day, their inboxes and feeds overflowed with requests, pleas, and stories from constituents and advocates, each hoping to break through the noise and reach their elected official.
With so many voices competing for a legislator’s attention, especially during budget season or surrounding a big hearing, it can feel impossible to make your voice heard. Here’s how advocates and organizations can harness effective communication strategies to make their priorities impossible to ignore.
Crafting a Story That Resonates
The key to reaching your legislator lies in understanding what matters to them – personally and politically. That means knowing their constituents, their values, and their personal history.
Just like when pitching journalists, the need for a local connection or specific angle can make a huge difference. For example, a state senator from Erie is far more likely to engage with a video that spotlights a neighbor’s journey – someone facing real challenges and finding real solutions – than with a generic appeal. When your story reflects the legislator’s district and the people they serve, it stands out.
Legislators are shaped by their own backgrounds, too. Maybe your elected official is a proud public school graduate or the child of a union worker. Tap into those connections. Find someone who shares that background and is impacted by your cause. When the story you present mirrors their own, it’s much harder to forget.
Calls to Action That Legislators Can’t Ignore
A strong call to action is the bridge between awareness and engagement. Don’t leave your audience guessing – be specific about what you want. Whether it’s co-sponsoring a bill, attending an event, or sharing a statement, clarity is everything.
Legislators are pressed for time, so make it easy for them to engage. Provide concise summaries, pre-written messages, or direct links to take action. The more tailored your ask – referencing local issues or district-specific concerns – the more likely it is to land.
- Be clear and direct: Spell out exactly what you’re asking for.
- Make it easy: Remove barriers by offering ready-to-use resources and data.
- Personalize: Reference what matters most to that legislator and their community.
By focusing on authentic storytelling and clear, actionable requests, advocates can start real conversations with the people who have the power to make the change.
Get Creative With Your Outreach
Elected officials receive hundreds of emails and form letters daily, most of which are batched together and set aside to be sent a generic reply. If you want your message to rise above the noise, you have to get creative.
Think beyond the standard email or letter. The same tactics that work in journalist outreach – incorporating captivating visuals like photos, infographics, or short videos – are key in advocacy to help bring your story to life. Link to recent news stories, reputable statistics, or interactive maps that highlight the urgency or local impact of your issue. These elements add credibility and context, making it easier for a legislator and their staff to grasp why your message matters now.
Advocate Like an Insider
Making your message stand out to elected officials requires more than persistence – it demands strategy, creativity, and an understanding of what will resonate.
In my half a decade of service on Capitol Hill, I heard stories from advocates and constituents daily, urging action on topics from immigration to health care to education. The stories that stuck with me – the ones that moved my bosses to act – were those that stirred emotion, inspired action, and delivered their message in a creative, memorable way.
With the right approach, your advocacy can break through the noise and help shape the decisions that impact your organization.
Posted In Digital Strategy & Social Media, Government