Virtual Workshop: Public Affairs Advertising

02 Feb, 2022

July 28, 2022
10 a.m.−12:15 p.m. ET

Help your organization improve its image, influence policymakers and engage potential supporters with high-impact digital and traditional advertising. Advances in advertising technology give you the ability to target, reach and measure in new ways while remaining compliant with new rules and regulations.

This program is eligible for 2 grassroots credits toward the Certificate in PAC & Grassroots Management and 2 elective credits towards the Certificate in Public Affairs Management.


10:00 a.m. Building, Monitoring, and Measuring Your Digital Advertising Campaigns

Advertising is not the answer to every public affairs issue, but it can help you gain supporters, influence policymakers, and improve your organization’s reputation.  We will walk you through the steps of how to build a campaign, what to measure and monitor and ultimately how to optimize for success. Our public affairs advertising experts will address:

  • Goal setting for public affairs advertising campaigns
  • Identifying target audiences and best platforms to use for delivering your message
  • Testing, measuring, and reporting on your advertising campaigns
Sharon Copeland

Sharon Copeland
Digital Director
The Herald Group


Thomas Cochran
Partner & Chief Growth Officer
720 Strategies

11:15 a.m. Break

11:30 a.m. A Case Study in Public Affairs Advertising

Are you look to use digital or traditional advertising as a public affairs or advocacy tool? Join us for a quick case study and hear from organizations who have successfully run an advertising campaign for advocacy or public affairs purposes. This session will cover best practices, lessons learned, and real advertising examples.

Jenny Smuland

Jenny Smuland
Manager, Center of Excellence
NEA Member Benefits

Rachel Winer

Rachel Winer
SVP, Digital
Rokk Solutions

12:15 p.m. Adjourn

Event Location

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This program will be hosted in a secure virtual environment. 

*Participants joining the program virtually will receive an email one week beforehand with instructions for logging on to our web-based platform. On the platform, they will be able to listen and participate through any computer or internet-enabled device, see a video of the speakers, and ask questions and participate in the discussion via a chat box.


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Register Online 

  • Membership Plus: FREE
  • Members: $289
  • Non-Members: $399

Additional discounts may apply to this meeting. These discounts may include:

For multiple registrants: A discount will apply to the standard member/non-member rate for organizations that register two or more participants for the same meeting. The first registrant will pay full price, the second participant will receive a 10% discount and each additional registrant will receive a 15% discount. To register multiple participants, you may either register online or download the print and fax registration form.

Member discounts: Discounts for members are applied to all Public Affairs Council meetings.

Non-members: Join the Council today, and save by registering at the member rate and using the $200 new-member coupon you will receive. Contact our membership team for information about joining the Council.

Questions? Contact us at 202.787.5950.


Nick DeSarno
Director of Digital and Policy Communications
202.787.5971 | email