Virtual Workshop: PAC Relaunch: Successfully Rebranding the PAC

03 Mar, 2021

May 6, 2021
10 am - 12:15 pm ET

Does your PAC program need an overhaul? More organizations are successfully rebranding and relaunching their PACs to better engage existing donors as well as attract prospective members. During this workshop, we’ll explore where to start when either launching a PAC or overhauling an existing program’s operations and activities. Hear from practitioners that have rebranded their logo, materials, messaging and more to reinvigorate their PACs.

This program is eligible for 2 PAC Specialization credits toward the Certificate in PAC & Grassroots Management and 2 Elective credits toward the Certificate in Public Affairs Management.


10:00 a.m.     Reimagining the PAC

This opening session will take an in-depth look at two PACs that successfully rebranded and reinvigorated their collateral, messaging and activities. Our speakers will share how and why they approached this effort, tips for getting started as well as gaining momentum along the way.

This session will cover:

  • Identifying needs, building a plan and getting started
  • Tips for dismantling longstanding programs or practices
  • Strategies for updating messaging and rebranding the look and feel of PAC materials
  • Timelines, mediums and best practices for reintroduction of the PAC

Jennifer Brooks
Manager, Operations
Northrop Grumman


Kelly Eaton
Vice President, Consulting
Aristotle International

11:00 a.m.      Break


11:15 a.m.       PAC Relaunch in Practice

The second half of our workshop will take a deeper look at relaunching a PAC after a hiatus or pause. Our speakers will share how they approached solicitations and outreach, including gaining buy-in before, during and after the relaunch process to achieve long-term success.

Our speakers will discuss:

  • Their approach to restarting solicitations and outreach activities
  • Best practices and lessons learned for gaining leadership buy-in
  • Examples of fresh messaging and events that helped build excitement and community around the PAC program

Bryan Spadaro
Director, NAM-PAC
National Association of Manufacturers

12:15 p.m.      Adjourn

Event Location

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This program will be hosted on a secure virtual platform. 

*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: $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.


Kristin Brackemyre
Director of PAC and Government Relations
202-787-5969 | email