Government Relations

Maintaining positive, proactive relationships with government is something every industry should prioritize. Understanding the challenges faced by organizations when dealing with municipal, provincial and federal levels of government, Grassroots Public Affairs leverages long-term relationships with elected officials and senior staff to ensure your message is appropriately framed and strategically delivered for maximum benefit.

One of the most effective ways to communicate with government is to host a Lobby Day. Through virtual engagement with Queen’s Park or Parliament Hill, our team can help schedule a full day of strategic meetings with elected officials and their staff.

Public Relations

Supportive relationships with government officials and the general public depend on trust. Establishing trust takes years to develop and can be destroyed in an instant. The team at Grassroots is well-prepared to research, conduct and manage your GR and PR campaigns. Everything from polling & surveys, media releases, budget submissions, digital messaging, and more.  We have the experience to guide you through prudent policy decisions to ensure your message stands out to voters and government decision-makers.

Grassroots Campaigns

The very name of our company, Grassroots Public Affairs, was chosen on the strength of our commitment to help clients create and execute highly effective grassroots campaigns. Campaigns can range from local issues within a single city, or stretch across provincial or national priorities, targeting parliamentarians across the entire country.

Examples of our work:


Case Study

‘Not On My Tab’ National PR Campaign

Grassroots has been working with Spirits Canada since 2014.  As the sole national trade association representing the interests of Canadian Spirits manufacturers, exporters and consumers, Spirits Canada is heavily involved with alcohol policy issues across the country.

In 2018 Grassroots and Spirits Canada launched ‘Not On My Tab’, a national campaign to educate and engage the public to support the repeal of the federal escalator tax on alcohol, including various communication and advocacy initiatives:

  • Creation of clear “Not On My Tab” campaign messages and consistent brand awareness tools – website, print and online campaign collateral
  • Coordinated cross-country public awareness campaign events, through partnership with restaurants and bars in Manitoba, Ontario and New Brunswick
  • MP communication features including direct emails and campaign postcards
  • Managed social media, created Instagram profile and grow follower base by 26% (Twitter) and 147% (Facebook)
  • Generated earned and bought media exposure