We recently connected with Donnica Hawes-saunders and have shared our conversation below.

Donnica, thanks for taking the time to share your stories with us today So, let’s start with trends – what are some of the largest or more impactful trends you are seeing in the industry?

One of the biggest trends I’m seeing in public affairs right now is the rise of AI and digital advocacy transformation. Artificial intelligence (AI) and big data are revolutionizing how organizations engage with policymakers, stakeholders, and the public. From real-time sentiment analysis to AI-powered outreach automation, public affairs professionals are leveraging technology to craft hyper-personalized advocacy campaigns that resonate with decision-makers.

For example, we recently worked with an alternative energy company that needed to build support for a clean energy tax incentive bill at the state level. Traditionally, this would have involved one-size-fits-all lobbying and broad public awareness campaigns. However, using AI-driven legislative tracking, we were able to pinpoint lawmakers whose past voting records and public statements suggested they were persuadable. AI-powered geotargeting tools then helped us mobilize constituents in their districts, generating highly specific advocacy efforts that increased pressure on key legislators.

While AI creates opportunities to enhance engagement, it also presents challenges. One concern is the ethical use of AI in advocacy—how do we balance data-driven messaging while maintaining authenticity? There’s also the risk of misinformation, as AI can amplify misleading narratives if not carefully monitored. Additionally, as policymakers become more aware of AI-driven lobbying tactics, they may push for stricter regulations on digital advocacy, changing how firms engage with lawmakers and the public.

Despite these concerns, I believe the opportunities far outweigh the risks. AI is making advocacy more precise, efficient, and accessible. The future of public affairs will be defined by how effectively organizations integrate AI with traditional advocacy strategies and leveraging data without losing the human connection that drives meaningful policy change.

Donnica, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Donnica Hawes-Saunders, Founder and CEO of The Averity Group, a public affairs firm specializing in strategic communications, government relations, and social impact for highly regulated industries. My career has been defined by working at the intersection of public policy, communications, and corporate strategy, helping organizations navigate complex regulatory landscapes while ensuring they remain connected to the communities they serve.

I got my start in law and government, working as a federal law clerk before transitioning to Capitol Hill, where I helped shape policy on key issues, including education, economic development, and social justice. From there, I moved into corporate public affairs, working with Fortune 500 companies to bridge the gap between business priorities and public interest. I saw firsthand the challenges companies faced in building trust with policymakers, stakeholders, and the public, which ultimately led me to launch The Averity Group.

At The Averity Group, we provide strategic counsel to organizations looking to enhance their reputation, engage with policymakers, and drive meaningful impact. Whether it’s securing funding, helping companies navigate policy changes, or crafting communications strategies that resonate across diverse audiences, our work is about building influence and creating solutions that lead to long-term success.

What sets us apart is our ability to find alignment where others see division. We don’t just offer traditional government affairs or PR services, we take a holistic approach that integrates public policy, advocacy, and corporate responsibility to create strategies that work in real-world, high-stakes environments.

I’m most proud of the impact we’ve made in creating access and opportunities for companies and communities. Our work is not just about policy, it’s about people. For potential clients and partners, I want them to know that The Averity Group is built on integrity, strategy, and impact. We’re here to help organizations not just navigate change but lead it, ensuring they stay ahead of industry shifts while making a lasting difference in their communities.

Where do you think you get most of your clients from?

The best source of new clients for The Averity Group has been referrals. In the world of public affairs, trust and credibility are everything, and nothing speaks louder than a recommendation from someone who has experienced the impact of our work firsthand. Whether it’s a former client, a policy leader, or a corporate executive, much of our business comes from individuals and organizations who have seen our ability to deliver results and are confident in referring us to their networks.

How about pivoting – can you share the story of a time you’ve had to pivot?

I joke that every five years, my life looks dramatically different, and I find myself living a reality bigger than I could have ever imagined. If you had told me in law school that five years later, I’d be working on Capitol Hill, I wouldn’t have believed you. If you had told me while I was working on the Hill that I would leave to join a global Fortune 500 company in a highly regulated industry, I wouldn’t have believed you. If you had told me I would then transition to an even more controversial Fortune 100 company, I would have questioned how that fit into my path. And if you had told me I would ultimately leave the corporate world to start my own firm, I would have wondered about the what, how, and why of it all.

But each of these pivots taught me something invaluable, preparing me for the next chapter in ways I couldn’t have foreseen at the time. I’ve learned to embrace change, trust my instincts, and walk confidently into spaces where I may not have all the answers, but know I can figure them out.

My latest professional pivot has been starting The Averity Group. The easier and more conventional choice would have been to move to another corporate or government role, but I wanted to stretch myself in a new way. I wanted to take ownership of my success, build something from the ground up, and create an organization that reflected my values and expertise.

Launching my firm was a leap of faith, but it was one that allowed me to work with clients I truly believe in, drive impact on my own terms, and redefine what’s possible in public affairs. Every challenge along the way has reinforced my ability to navigate uncertainty and grow through change. I now take great comfort in knowing that whatever comes next will be greater than what has been – and that the best opportunities are often the ones you never saw coming.

Contact Info:

• Website: https://www.donnicahawessaunders.com/
• Instagram: @hawessdl
• Facebook: https://www.facebook.com/donnica.hawessaunders
• Linkedin: https://www.linkedin.com/in/donnicahawessaunders/
• Twitter: @donnicahs
• Other: https://www.theaveritygroup.com/