We built Blackbook to give public affairs professionals direct access to curated influencer audiences available in-platform. Learn how to reach them.
Smarter Public Affairs Campaigns Know Where the Real Decisions Are Made. Does Yours?
There’s a long-standing assumption in public affairs that success starts and ends with elected officials. But in today’s fragmented, frenetic policy environment, influence isn’t just vertical—it’s networked.
Policy doesn’t get shaped solely by a legislative chamber or a headline-making social post. It’s shaped through a web of staffers, regulators, advisors, trade associations, researchers, former insiders, and even personal connections that inform and steer decision-makers before a regulation is finalized or a vote is held.
If your media strategy doesn’t account for this interconnected reality, you’re likely missing the most important conversations.
Traditional public affairs playbooks are too narrow.
A typical campaign might look like this:
- Build a message around a specific policy goal
- Identify lawmakers or agency heads who have jurisdiction
- Run digital or print ads in publications they’re likely to see
- Supplement with lobbying, grassroots pressure, and stakeholder engagement
It’s not a bad model—but it’s incomplete.
Traditional campaigns often overlook the broader ecosystem surrounding the officials they need to reach:
- Committee staff who draft early language
- Agency aides and analysts who interpret technical aspects
- Professional networks and former colleagues who quietly shape perspective
- Industry influencers, media figures, and validators who amplify scrutiny and public pressure
Influence doesn’t operate in a straight line. It pulses across networks. And too many campaigns are still aiming their media at the top of the pyramid—without recognizing the foundation is where the shift begins.
Smarter, modern campaigns are broad and interconnected.
A more effective strategy begins by mapping the circle of influence, then using targeted media to reach each layer with the right message and the right delivery method.
With our Blackbook data solution, for example, a company or group advocating for infrastructure or regulatory reform might:
- Reach key figures in D.C. policymaking circles and federal agencies through programmatic audio and Connected TV (CTV) while they consume daily media
- Serve high-impact display ads to active congressional staffers and federal employees directly involved in shaping or interpreting relevant regulations
- Deliver reputation-sensitive messaging to media influencers and regional policy staff in states where legislation or sentiment may impact your company’s operations
- Layer in contextual targeting—reaching not just individuals by title, but those actively researching, reading, or engaging with your issue area across digital channels
All of this can be activated instantly in Deploy, our award-winning proprietary platform, using always-on audience segments built for fast-moving moments—without waiting weeks while the data is pulled together.
Why this shift matters now
Three major trends are making this approach not just innovative—but necessary:
- Decentralized policy influence – In today’s complex environment, more power is shifting to regulatory bodies, legal teams, and appointed officials.
- Tighter news cycles and faster decisions – Influencers form opinions and act faster than the typical campaign timeline allows.
- The rise of niche digital ecosystems – Policymakers and influencers are no longer exclusively reachable through traditional media channels. They also consume social content, podcasts, and streaming content – not to mention Slack channels, Signal chats, and curated news aggregators.
If you’re not tailoring outreach to include these new communication channels, you’re missing the moment.
The right data is only as powerful as the strategy behind it
We built Blackbook to give public affairs professionals direct access to curated influencer audiences available in-platform—including:
- D.C. policymakers and congressional staff (both sides of the aisle, current and former)
- Federal agency employees
- State and local-level legislators and staff in all 50 states, including always-on audiences in key states including California, New York, Texas, Florida, and Pennsylvania
- Regulatory influencers in key sectors including Energy, Transportation, Healthcare, Finance, and Defense
- Media voices and reputational drivers
And that’s just the beginning.
Coming soon, we’re expanding the Blackbook audience library even further—with new segments targeting high-value federal and local influencers, regulators, corporate leaders, and policy insiders. These powerful segments will be available instantly in Deploy, with no build delays, no minimums, and no upfront costs.
Want to learn more?
Contact us to schedule a demo or learn how Optimal can help you reach the people who shape policy—before decisions are made.
