First-of-its-Kind Legislative Staff Survey Finds California’s Capitol Can’t Function Without Digital Advocacy

SACRAMENTO, Calif. – Sacramento’s top public relations and public affairs firm, and digital advocacy pioneers, Randle Communications (Randle), today released its fourth annual Digital Influencer Report, which details how social media is used to advance policy in California’s legislative process. The report includes findings from a first-of-its-kind survey of legislative staff on the effectiveness of digital advocacy and highlights the most powerful digital strategies and tactics in a legislative environment defined by the lasting impacts of COVID-19.

“COVID-19 turbocharged the already rapid shift to digital advocacy in California’s Capitol,” Jeff Randle, President and CEO of Randle Communications said. “Our survey of legislative staff found that digital advocacy is more important than ever before and essential to moving the needle with lawmakers.”

The survey found that more than three-quarters of legislative staff survey respondents (76.9%) say digital advocacy is more important to advancing policy due to COVID-19 impacts. Here’s what legislative staffers are saying:

  • “Digital advocacy has been one of the only ways for advocates, organizations, and legislators to spread the word on a bill.”
  • “When people advocate for an issue on social media, it is just like them making a phone call to our office or an in-person visit. We read what they are saying, who is saying it, how frequently they are saying it.”
  • “Now we pay more attention to digital advocacy but still give proper consideration to other forms of communications.”

Given these insights, our report outlines three important lessons:

  • COVID-19 accelerated the new era of digital-first advocacy
  • Virtual advocacy is here to stay
  • Authentic content – and voices – are essential to digital success

Click here to read the 2020 Digital Influencer Report and access the survey findings.

“What we heard from legislative staff is simple: California’s Capitol can’t function without digital advocacy,” Lindsey Goodwin, Vice President of Public Affairs at Randle Communications said. “Those who win in the post-COVID-19 world prioritize an engaging content strategy that elevates authentic voices and recognizes that virtual advocacy is here to stay.”

Randle designs custom public affairs programs with strategic digital elements to help clients achieve their advocacy goals. Randle’s in-house creative and content team, the Randle Content Studio, includes proprietary News-Style Impact Videos, authentic social content development and a comprehensive toolkit of traditional media as well as paid digital strategies.

About Randle Communications

Jeff Randle created Randle Communications in 2001 with partner Mitch Zak to give clients great service from senior-level professionals. Randle Communications is Sacramento’s top-ranked public relations and public affairs firm, specializing in strategic planning, media relations, coalition building, digital advocacy, ballot initiative campaigns and crisis management. Sacramento Business Journal has named Randle an A+ Employer every year since 2010.