Michelle Baker
Partner, Head of Public Affairs
Digital Advocacy for the Way Influence Works Now
The way people get information and form opinions has changed. Advocacy has changed with it.
Attention has splintered. Influence has, too. Conversations are happening across platforms and in niche online communities. Moving people to action requires knowing who matters in any given moment and how to reach them.
FTP helps clients do exactly that. The highly targeted campaigns we build are designed to reach the audiences that can make a difference. That includes policymakers, stakeholders, advocates, customers, creators, online communities, and the trusted voices people actually listen to.
We move quickly because digital moves quickly.
Our team tracks emerging conversations, keeps an eye on how audiences are responding, and adjusts strategies as the landscape shifts. We help clients understand who’s driving the conversation and where there’s an opportunity to shape it.
That means sometimes leveraging paid, earned, and owned channels in concert. It means building networks of advocates and validators who can deliver your message in surround sound. And it means staying curious about the technologies reshaping how people consume content. We’re constantly testing emerging and evolving tools like AI to uncover insights faster and sharpen strategy without outsourcing human judgment.
Digital isn’t a box to check. It’s one of the fastest, most effective ways to reach the right people, shape conversations, and move issues forward.
