Must Read | Public Affairs “As our editorial and research efforts have expanded, PPAI Media’s role in service of the members and our mission statement has expanded, too,” says publisher and editor-in-chief Josh Ellis. “The team is now responsible for much more than publications.” These shifts will, of course, continue to permeate in behind-the-scenes ways, but the Association encourages interested members to make public affairs their business and to allow PPAI to help through well-informed updates or active participation and sit-downs with Congress through initiatives such as Legislative Education and Action Day, PPAI’s annual visit to Capitol Hill. A Council Of Veteran Leaders Politicians look to create legislation meant to cater to the broad makeup of their constituency. It’s a noble effort, but it gets nowhere if they don’t receive communication from those affected by it. The active members of an industry can speak to the specific ways in which that legislation is felt by the people building and working in those businesses. For PPAI to be able to advocate for the legislative priorities of the promo industry, it needs more than a presence in Washington. It needs regular input from promo leaders to set and regularly revisit those priorities. For PPAI to make changes to its public affairs efforts, support from GRAC was crucial. Denise Taschereau, CEO and co-founder of Fairware, served as chair of GRAC in 2024 while PPAI initiated these changes and was involved in helping guide the way. “Transitioning our government relations work to PPAI’s media department has significantly accelerated our ability to communicate committee priorities to members,” Taschereau says. “Between the October and November GRAC meetings alone, over 20 articles and updates on legislative issues were shared across our publications and platforms, demonstrating the immediate impact of this shift.” The duo of Bhat and Rachel Zoch, PPAI’s public affairs and research editor, give GRAC a direct line to the Association’s editorial team. In other words, when the council flags something as important, PPAI can communicate those messages to its entire membership. “The main benefit [of the shift] is improved communication, meaning that we’re sharing legislative, legal and regulatory updates with the full Association membership via the PPAI Media site and our Newslink newsletters,” says Zoch, who transitioned to her role this summer following two years as an associate editor with PPAI Media. The fall of 2024 presented one cogent example when GRAC member Brian Grall, CEO of distributor LogoMyBiz.com, emailed Zoch with a question about Beneficial Owner Information reporting, which could cost an ill-prepared company steep fines. Zoch asked Grall to present the issue briefly to GRAC. “This is a very passionate group of members eager to advocate for the industry,” Zoch says. The presentation helped Zoch write a PPAI Media article about BOI reporting, which affects thousands of PPAI members. With Fairware based in Vancouver, British Columbia, Taschereau’s seat as chair of GRAC provided a broad view of public affairs, as the industry navigates not only U.S. legislation, but also the ways in which that legislation affects or portends outcomes in regions like Canada with strong promo landscapes. “As a Canadian chairing GRAC, I’ve gained valuable insights into the U.S. legislative process, which has been an incredible learning experience,” Taschereau says. “What’s striking is how closely the challenges facing U.S. members mirror those in Canada. Even on issues like tariffs, the conversation is intensifying north of the border as well.” For 2025, Taschereau has passed that seat on to fellow PPAI Board of Directors member and incoming 2026 chair Danny Rosin, CAS, president of Brand Fuel. GRAC demands a fair amount of volunteer hours immersed in the nitty gritty of governmental bureaucracy. The best candidates find fulfillment in this when it concerns their passions. Rosin, for example, has devoted time in his hometown of Raleigh, North Carolina, to advocating for the city to adopt a new flag. “Following a new election cycle and therefor, many unknowns facing members, I’m excited to jump in and learn from longtime committee members and our talented PPAI staff so we can navigate governmental changes that will impact our evolving industry,” Rosin says. While he is ready to take on some of GRAC’s core duties – increasing awareness of the industry’s value, navigating trade policy and ensuring fair advertising standards – Rosin feels Denise Taschereau Rachel Zoch Josh Ellis Alok Bhat 38 • JANUARY 2025 • PPAI
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