An Association Advocacy Playbook for the Next Congress

The dust has largely—though not entirely—settled after the midterm elections. When the 120th Congress convenes on January 3, 2027, Washington will face a sharply divided government, with Capitol Hill and the administration pulling in opposite directions. For trade and professional associations, advancing policy priorities will become far more challenging. Here are three key actions associations should take to prepare for the new legislative landscape.

1. Reevaluate Your Messaging for a Dramatically Different Congress

Your messaging was likely written for the previous Congress under assumptions of a different majority, different committee chairs, and different staff priorities. Early indications suggest the incoming Congress will center on economic affordability. Exit polls revealed that 75% of voters believe the economy is in rough shape; consequently, policies addressing cost of living, job creation, and wage growth will take center stage.

For each policy priority, ask: How does this connect to the broader economy? If the honest answer is "it doesn't," identify the tangible economic linkage or recognize that the issue requires a distinct strategic pivot.

For example, Story Strategies collaborated with a global technology company to assess its economic impact on the U.S. overall and across all 50 states. This research delivered localized, data-backed messaging that could be deployed across state legislatures and tailored directly to corresponding members of Congress on Capitol Hill.

2. Assess the Changing Demographics of Policymakers

With approximately 100 new members, the 120th Congress will feature an influx of younger lawmakers alongside modest increases in diversity and female representation. Beyond Capitol Hill, the midterm elections accelerated representation in state capitals, delivering breakthroughs across gubernatorial seats and legislative chambers. Voters elected unprecedented numbers of women, lawmakers of color, and barrier-breaking candidates nationwide—such as Keisha Lance Bottoms, the nation’s first Black female governor, and Gina Hinojosa, Texas’ first Latina governor.

This evolving landscape demands a fundamental shift in how public affairs campaigns construct their outreach. A one-size-fits-all approach will no longer resonate across an increasingly varied legislative bench. To reach this incoming class, advocacy collateral—including digital ads, Hill newsletters, grassroots toolkits, and earned media—must adapt across three core areas:

• Modernized Channel Selection: The influx of younger lawmakers (Millennials and Gen Z) brings digital-native staffers into key legislative director and communications roles. Static policy white papers must be paired with digital-first formats, including interactive data graphics, podcasts, and targeted short-form video. As Story Strategies Creative Director Chuck Sundin recently noted, dynamic infographics remain one of the most effective tools to break down complex regulatory and economic topics quickly.
• Culturally Attuned & Community-Grounded Framing: Effective messaging must connect federal and state policies directly to localized community impacts. Framing economic, healthcare, or technology issues through the lens of equity, workforce inclusion, and grassroots outcomes resonates more authentically with lawmakers representing historically underserved constituencies—such as New Mexico Governor Deb Haaland, the nation's first Native American woman elected governor.
• Inclusive Visuals & Authentic Representation: Creative assets, whether video spots, paid social ads, or print collateral, must reflect the genuine demographics of modern legislative districts. Avoiding generic stock imagery and low-quality AI-produced media in favor of real stakeholder stories and content that builds credibility with audiences increasingly skeptical of “AI-Slop.”

3. Conduct Early Outreach to the Freshman Class

New lawmakers campaigned on signature issues like the economy and affordability, meaning they and their teams will likely have limited exposure to the policy issues impacting your specific industry. With fresh congressional and statehouse offices hiring staff throughout November and December, incoming teams will be actively searching for quick, authoritative resources to get up to speed on the issues impacting their constituencies.

Use this critical transition period to introduce your association and frame your policy priorities before agendas solidify and access narrows:

• Establish Day-One Visibility: Targeted digital advertising can rapidly build your association's profile as new offices get operational.
• Provide Ongoing Utility: Complement paid media with educational social content and regular, high-value email briefings tailored to both incoming and returning Capitol Hill staff.

The Bottom Line: Advancing policy priorities in a divided landscape requires early positioning and discipline. Focus on high-impact windows to reach decision-makers with messaging that directly ties back to their constituents, aligns with their policy priorities, and meets them in their preferred communication channels and formats.