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Crafting an Advocacy Strategy for the 2025 Pennsylvania Legislative Session

Writer's picture: Mark NicastreMark Nicastre

Despite the significant political change at the federal level, the Pennsylvania state government will remain relatively unchanged in 2025. Republicans have retained control of the Senate, while Democrats continue to hold a narrow majority in the House. With Governor Josh Shapiro in office, the state government remains divided, meaning bipartisan cooperation will be essential to advancing legislative priorities.


If your organization aims to pass legislation through the General Assembly in 2025, you should follow these steps:


Research the Political and Legislative Environment in Pennsylvania


Understand the priorities of legislative leaders in both chambers, key committee chairs, and Governor Shapiro's administration. Key figures to watch include Senate President Pro Tempore Kim Ward (R), Senate Minority Leader Jay Costa (D), House Speaker Joanna McClinton (D), and House Minority Leader Jesse Topper (R). Legislative leaders have signaled interest in a variety of key issues for 2025:


  • Infrastructure and Mass Transit: A solution must be to fund the Southeastern Pennsylvania Transportation Authority (SEPTA) and secure funding for statewide infrastructure projects.

  • Education Funding: Over the last several years, legislators have increased investment in public education to improve equitable access and quality across Pennsylvania. In 2025, legislators have several outstanding education issues, from the teacher shortage crisis to vouchers for private schools.

  • Marijuana Legalization: Legislators in both parties have expressed strong support for legalizing adult-use cannabis and establishing a regulatory framework for taxation and distribution.

  • Skill Games: Legislative leaders of both parties have sought to compromise on skill games for years to boost revenue and protect the lottery. 

  • Budget Deficit: For the first time in several years, lawmakers are negotiating a budget with the backdrop of a budget deficit. Unlike the last few years, there will not be surplus funding for initiatives without raising revenue, cutting expenses, or dipping into the state's rainy day fund. 


Understanding where your priorities and asks fall among the more prominent issues is important for your organization. Tailoring your advocacy strategy to these legislative priorities will help increase the likelihood of success when engaging policymakers.


Define Communication Objectives and Key Audiences for Your Advocacy Strategy


Your organization should create an advocacy and communications plan with clear goals or objectives - including how to achieve your desired outcome, whether a legislative vote or administrative action. Additionally, your plan should have narrow audiences, including key decision makers like key legislative committee members or administrative staffers who can help you achieve your goals.


Develop Clear Messages and Collateral Materials


The foundation of your advocacy campaign should include a plan, messaging documents, and other collateral materials, including a messaging guide or talking points. You should craft a compelling case for your legislation backed by data, case studies, and testimonials. Your message should clearly articulate how the proposal benefits constituents, aligns with policymakers' priorities, and contributes to Pennsylvania's economic and social well-being.


Build and Execute an Earned Media Plan 

You should identify influential reporters and media outlets that cover state government and policy issues. Your campaign should develop a strategy that includes press releases, media briefings, op-eds, and strategic outreach to ensure your message reaches decision-makers. You and your team should proactively contact journalists to provide insights and expert commentary. Your spokespeople and messengers should be available for interviews, offer exclusive stories, and provide clear, digestible materials to help shape the narrative around your legislation or initiatives.


Leveraging Owned and Shared Media

Your organization has many communications assets - from its email list to its website and social media. For any advocacy campaign, you should maximize your organization's owned and shared media assets to build awareness and mobilize support. Utilize email lists to engage your audience with updates and action alerts. You should develop and execute an active strategy on social media platforms to share key messages, respond to developments, and interact with policymakers and stakeholders. Strengthen your website as a resource hub with policy briefs, testimonials, and calls to action. Collaborate with influencers and trusted voices in your community to expand your reach and credibility.


Additionally, you should create collateral and toolkits for your stakeholders and partners to use on their  channels to amplify your message to your target audiences. 


Stakeholder Engagement


You must build a strong coalition of diverse messengers to help pass your advocacy policies. You should identify and engage key stakeholders who influence legislative decisions, including business leaders, advocacy groups, unions, and community organizations, who can help amplify your message and build momentum for your legislation.


Direct Outreach to Legislators with Calls and Emails


Any advocacy campaign must activate supporters and establish direct communication with legislators through personalized calls and emails. Your outreach should highlight how your proposal aligns with their priorities and benefits their constituents. You should encourage supporters and stakeholders to reach out to lawmakers, showing a groundswell of support among real people and constituents.


With Pennsylvania's divided government in 2025, advocacy efforts must be strategic, bipartisan, and well-communicated to gain traction. The right media and public relations approach can ensure your organization's priorities remain at the forefront of legislative discussions.


Conclusion 


Fitler Square Strategies has decades of experience in policy, advocacy, and politics. We have built advocacy campaigns for issues and initiatives of all sizes. If you want to achieve your advocacy goals, contact us, and we will help you build and execute a winning plan.

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© 2024 by Fitler Square Strategies, a Philadelphia, Pennsylvania-based public affairs firm offering public relations, advocacy, and crisis communications services.

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