Public Affairs | Must Read the council also serves as yet another way for him to advocate for the avenues in which PPAI and the industry can push toward. “I would like to see PPAI inspire members to invest in safety, sustainability and corporate social responsibility education,” Rosin says. “PPAI can help through certifications, responsible sourcing education and possibly provide incentives for companies adopting green practices. If members invest in these, our entire industry will be perceived in an even more positive light, which will drive growth and margin.” Insider Assistance While GRAC helps PPAI maintain a wellinformed contingent willing to learn and advocate on behalf of their experiences and those of their industry peers, no one in promo got into the industry to live a life of politics. For PPAI’s public and governmental affairs to be the most effective, it requires someone who understands Washington from all angles. That’s why the Association enlisted Thorn Run Partners, a leading Washington lobbying firm, to help keep the importance and the concerns of the promo community in front of legislators. “Thorn Run is a bipartisan firm that strives to provide timely and informative updates to all members on every legislative and regulatory issue that matters to PPAI,” says Chris Lamond, the firm’s founding partner, who will lead PPAI's primary lobbying efforts. “Our job is to develop, manage and implement a full government affairs strategy.” PPAI has long had a presence in D.C., but this new partnership with Thorn Run and Lamond represents a leveling up of that presence. The firm employs over 50 individuals from a diverse set of backgrounds on Capitol Hill, each with established relationships enabling them to find out what’s happening and to be granted access and audience in Congress. “By partnering with a top 10 firm on K Street, one with a wealth of experience advocating and building coalitions for trade groups and associations, we have reaffirmed our commitment to PPAI’s mission to be the voice and force to advance the industry for the benefit of our member community,” says Ellis. The winds of politics are picking up the pace at which they shift directions, and the promo industry can’t ever get caught sitting on its hands. “We sought a partner capable of navigating complex policy landscapes, effectively lobbying for our industry and channeling our members’ concerns to the right people in Washington,” Ellis says. Lamond has already met with PPAI leadership and GRAC, listening to their priorities and explaining the firm’s readiness to take on the most immediate policy of the new administration that needs to be focused on: tariffs. Results require strategy. According to Lamond, when it comes to interfacing with legislators, he plans to take an intentional approach with bringing promo leaders to Washington. “A well-executed fly-in [to visit with legislators, such as PPAI’s LEAD] starts with having a very specific ask,” Lamond says. “Very rarely do we recommend clients come to Washington just to raise the brand of an organization.” What Thorn Run will bring to promo’s governmental affairs is not only strategy, but the follow-up required to create a true understanding of the industry’s point of view among Congress. Lamond says that, as a former staffer for a U.S. senator, he would meet with seven or eight groups each day, suggesting that a single encounter has minimal impact. “You’ve got to have that constant touch point on Capitol Hill, or they forget about you,” Lamond says. “The best way to differentiate yourself from the masses that come to town is to have a wellcrafted request with a well-thought-out rationale for why the senator you’re meeting with should support your request.” PPAI’s public affairs efforts are now full of touch points on Capitol Hill and in the inbox of every single Association member. Auping is a news editor at PPAI. Chris Lamond Danny Rosin “You’ve got to have that constant touch point on Capitol Hill, or they forget about you. The best way to differentiate yourself from the masses that come to town is to have a well-crafted request with a well-thought-out rationale for why the senator you’re meeting with should support your request.” –Chris Lamond PPAI • JANUARY 2025 • 39
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