Workshop: Master Class on Digital Advertising for Public Affairs

23 Apr, 2019

September 23, 2019
10 a.m. – 4:30 p.m. ET
Washington, DC or Virtual

Help your organization improve its image, influence policymakers and engage potential supporters with high-impact digital advertising. Advances in advertising technology give you the ability to target, reach and measure in new ways. Hear from top experts in an in-depth, full-day training.

This program is eligible for 3 grassroots credits toward the Certificate in PAC & Grassroots Management.

As a CAE Approved Provider educational program related to the CAE exam content outline, this program may be applied for 4 credits toward your CAE application or renewal professional development requirements.


9:45 a.m.     Breakfast

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

We’ll start the day by taking a broad view of the various options and capabilities in digital advertising. 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. In addition, attendees will see a mock demonstration of how an organization can set realistic digital advertising goals and then work towards measuring their results.


Melissa Kurstin
RVP Mid-Atlantic & Southeast Sales

Sue Zoldack

Sue Zoldak
Founder and Owner
The Zoldak Agency

11:15 a.m.      Google Analytics and Google Advertising Based Advertising

This session will examine how the Google advertising network allows organizations to target their ads to users across websites, and how search engine advertising can also be a very powerful tool. Policymakers and potential advocates may turn to a search engine first to find out more information about a policy issue or organization. We will also discuss how you can use Google analytics to measure your digital advertising, SEO and web performance.


Eric Gilbertson
Chief Client Officer


Nick Meads
Senior Partner Lead, Government & Advocacy

12:00p.m.      Networking Lunch

12:45 p.m.     Social Media Advertising: Facebook, Instagram, LinkedIn and Twitter

Social advertising may be your biggest tool in helping your organization improve its advocacy and public affairs efforts. Hear about the latest developments in advertising and best practices when using social media advertising. In addition, attendees will hear cases studies on how organizations used these social media platforms to reach new audiences, build support for their campaigns, and build awareness for their policy issues.


Jennifer Helm
Partner Manager for Government, Politics, & Advocacy


Matt Ross
Account Executive
LinkedIn Marketing Solutions

Caitlin Rush

Caitlin Rush
Client Partner, Politics, Advocacy, and Corporate Responsibility

2:45 p.m.      Networking Break

3:00 p.m.      Native and Sponsored Content Advertising

Whether you are looking to sponsor a podcast or build a digital advertising program based on a specific online audience, you need to know what publisher can help you the most. This session will examine how industry-leading publications are developing new ways for organizations to be heard in the policy arena through unique forms of advertising and sponsored content development.


Jacquelyn L. Cameron
Vice President, Client Solutions
Washington Post


Edward MacNabb
Account Executive, US Politics and Advocacy

4:00 p.m.      Putting it all together: A Case Study in Digital Advertising

Attendees will hear an in-depth case study from an organization that recently
completed an integrated digital advertising campaign that helped achieve their public affairs efforts.

 4:30 p.m.       Adjourn

Event Location

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Public Affairs Council
2121 K Street, NW
Suite 900
Washington, DC 20037
Phone: 202.787.5950

*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 

  • Members: $595
  • Non-Members: $799

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