The Trusted Messenger Effect: Who Says It Matters More Than You Think

From the Other Side of the Table Series • Part 5

By Shannon Jones

I’ve spent enough time in and around policymaking to know this: it’s not just what you say that matters—it’s who says it. I’ve seen lawmakers mentally check out of testimony—not because they disagreed with the message, but because the messenger didn’t carry the credibility or connection that earns their attention. It’s often subconscious, but it’s real—and it’s powerful.

Most advocates already understand that the messenger matters. They do their best to bring in constituents from a legislator’s district or elevate the voices of those directly affected by a policy. That’s a good start. But in many cases, it’s not enough.

Some messengers carry added weight—especially in conservative communities. Business leaders, faith leaders, and local Republican elected officials often have unique credibility.

Their voices can validate a proposal in ways that outside experts, nonprofit leaders, or national coalitions simply can’t. When those trusted figures speak, lawmakers listen differently.

When I served in the legislature, I’d often get visits from think tank experts or national advocates. Their facts were solid, but they rarely changed my mind. You know what did? The county sheriff who could speak to how a program changed outcomes in the jail. The small business owner who talked about struggling to hire working parents. The pastor who told me what his community needed to keep families strong. These were messengers I trusted because they were anchored in the world I represented—and in the values I held most dear.

This isn’t about sacrificing professionalism or downplaying expertise. It’s about understanding the value of relational trust in policymaking.

Lawmakers in red states—especially those in rural or suburban areas—are deeply embedded in their communities. They’re accountable not just to voters but to an ecosystem of relationships. If your messenger is outside that ecosystem, the message may not penetrate.

So, your strategy can’t just be about what you say—it has to include who says it. Think about which voices hold sway in the policymaker’s world.

A chamber of commerce director. A pastor. A county commissioner. A local employer. A parent who shares their values. Bring them in. Equip them well. And trust them to carry the message—even if they don’t use the exact words you might choose. What matters is that they speak in terms that resonate with their own policymaker. Their authenticity is their power.

Even the most finely-tuned policy pitch will fall flat if it doesn’t come from someone the lawmaker sees as credible, relatable, and trustworthy.

Here’s the good news:

You don’t have to do it all yourself. In fact, the more you elevate trusted messengers from the community, the more power your message gains. Not because you said it louder—but because they said it better.

In policymaking, credibility is currency. And the most effective messengers aren’t always the most polished—they’re the most trusted.