We have been consistently named as one of the top firms serving nonprofit organizations: City & State’s Political PR Power 50 and Observer’s Pr Power 50.

Promoting Your Policy Paper

New York City Hall buildingPolicy papers help organizations lay out arguments and drive policy change, but putting together a comprehensive policy document is only half the battle. The big challenge is getting it in front of the right people.

 We recently created a campaign to help a client promote their new policy guide. Two key components helped get the plan in front of the right stakeholders: we made the issues relevant to individual City Council members (the target audience), and we brought in outside spokespeople to raise the visibility of the recommendations.


Here is what we did: 

  • We helped the client include specific City Council district information in the paper, making it relevant to individual members. The client sent communications to each City Council Member that included this district-specific information.
  • We developed a social media strategy that included videos from well-known groups and leaders speaking about the policy guide’s key aspects. The social campaign generated over 21,000 impressions and over 6,600 video views.
  • We generated press coverage about the recommendations outlined in the paper, securing interviews on PBS’ Metrofocus, NY1, amNewYork, local radio, and across Schneps’ other local newspapers.
  • We will keep the momentum up in the coming weeks by: delivering an attention-grabbing paper copy of the policy guide to local City Council district offices; including the policy guide and recommendations in City Council budget testimonies; scheduling additional social media posts to keep the paper top of mind for target audiences; and identifying opportunities to write op-eds and letters to the editor about the recommendations.


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