In a recent episode of Policy Wins, Sean Kennedy, EVP of Public Affairs at the National Restaurant Association, shares how his team built one of the most effective advocacy operations in the country — and what other public affairs professionals can learn from it. From organizing credible messengers to winning state-level policy fights, his approach blends authenticity, data, and discipline. This post breaks down the key takeaways from the episode.
🎧 Want the full story? Listen to Sean’s episode of Policy Wins here for behind-the-scenes insights on navigating Congress and building bipartisan relationships.
Why Grasstops Strategy Still Wins in 2025
It’s never been easier to click a button and send a message to Congress. But that convenience comes with a challenge: policymakers are flooded with input that’s increasingly impersonal. Sean cuts straight to the point — what really resonates on Capitol Hill is hearing from people with real skin in the game.
A single restaurant owner in a member’s district, someone they know by name, who signs paychecks and employs their constituents — that’s the kind of voice that breaks through the noise.
“Policymakers want to see that server who’s putting themselves through school. They want to hear directly from the owner who’s managing tight margins,” Sean says.
This is why grasstops advocacy remains so critical. It’s not about mass, it’s about influence. And influence still lives at the local level.
Turning Operators Into Policy Experts: The Hill Runner Model
One of the smartest moves the National Restaurant Association made was investing in infrastructure — not just campaigns. They created the Hill Runner program to ensure every congressional district has a trusted local voice ready to speak directly to lawmakers.
This isn’t a one-size-fits-all campaign. It’s about turning restaurant operators into policy advocates, giving them the tools and access to build durable relationships with members of Congress.
This program goes beyond traditional advocacy by prioritizing one-on-one relationships. Rather than relying on mass emails or large-scale grassroots pushes, the Association maintains direct lines of communication with policymakers through trusted local voices. These relationships have been cultivated over time, allowing the team to engage strategically when it matters most. When legislation is on the table, members of Congress turn to these contacts as subject matter experts — reliable, district-level resources who can clearly articulate the local impact of a policy decision.
This approach mirrors best practices for Quorum users: map stakeholders, track interactions, and activate the right messenger for the right moment.
Technology Has Changed, But Trust Still Drives Engagement
Sean recalls a time when restaurant advocates mailed postcards and sent frisbees to lawmakers. Today, it’s all about short-form video, mobile calls-to-action, and personalized digital engagement.
But technology hasn’t replaced the most important currency in public affairs: trust.
What stands out in a world of automated email blasts? A message recorded by a local business owner on their phone. A personal note sent to a representative they know. A server showing up at a town hall in a campaign t-shirt.
“Authenticity cuts through the noise,” Sean reminds us.
💡 Pro Tip: Use Quorum Copilot to help grassroots advocates quickly draft personalized messages that reflect their own stories and perspectives. Copilot can suggest language that keeps things authentic while ensuring their messages are clear, compelling, and aligned with your policy goals. Leave the generic, copy-paste templates behind.
What Government Affairs Teams Can Learn
The restaurant industry is highly visible, economically sensitive, and deeply human, and that’s exactly why its advocacy strategies resonate so broadly. These lessons aren’t just for foodservice; they’re for any organization navigating a noisy, fast-paced, high-stakes policy environment.
Here’s what to take away:
- Start early. Use tools to identify and respond to emerging policy trends before they become crises.
- Make data meaningful. Translate research into narrative.
- Build local champions. Your best messenger probably isn’t on payroll — it’s someone in the district who’s living the impact of your issue.
- Invest in infrastructure. Sustainable advocacy requires systems, not just campaigns.
- Prioritize authenticity. Policymakers know when it’s real.
Conclusion: Advocacy That Lasts Starts With People
Public affairs is all about cultivating trust. That’s the throughline of the National Restaurant Association’s approach, and it’s a challenge to all of us: know your messengers, equip them well, and lead with what’s real.
Because when advocacy reflects the people it serves, it doesn’t just influence policy — it builds relationships that last.
FAQ (Advocacy Takeaways)
What makes grassroots advocacy campaigns successful?
Successful campaigns are timely, credible, and personal. They prioritize real stories over talking points, and they equip constituents to act in meaningful ways — whether that’s writing, calling, or showing up.
How do you cut through the noise in a digital advocacy environment?
Authenticity stands out. Lawmakers are more likely to remember a personal story or local relationship than a generic mass email. Use video, targeted outreach, and local messengers to increase impact.
Why is personalization so important in public affairs?
Personalized advocacy resonates more deeply with lawmakers. It shows effort, understanding, and relevance. These are key elements for influencing decisions in a crowded policy environment.
What’s the role of storytelling in advocacy?
Storytelling connects data to real people. It gives lawmakers a reason to care. While data establishes credibility, stories drive emotional investment and action.
How do you build lasting influence with lawmakers?
Frequency and familiarity matter. Be the organization that shows up consistently, not just when there’s a crisis. Invest in district-level relationships and give lawmakers a reason to pick up the phone when your issue comes up.