Frequently Asked Questions
What distinguishes Samuel Associates (Samuel) in the industry is our discreet position as one of Canada’s premier government relations firms, specializing in defence, aerospace, and national security. We offer clients unmatched access to the nation’s foremost experts in industry, government procurement, military matters, and academia, supported by a trusted network of senior political leaders and government policymakers. By blending expertise in business development, marketing, international policy, and a thorough understanding of government processes, we uphold professional standards that meet or exceed government expectations in the solutions we deliver to our clients.
Our lobbying approach is collaborative, transparent, research-based, and data-driven. We align our clients’ strategic objectives with national policy priorities, ensuring mutual benefits and fostering long-term partnerships. By leveraging our experience in Ottawa through Samuel Associates and in Washington, D.C. via our Samuel Group D.C. office, we offer cross-border insights—including activities at NATO—that are critical in today’s interconnected defence and aerospace markets. We call this the SamuelAdvantage®.
Samuel’s approach is founded on building trusted professional relationships, understanding policy intricacies, and anticipating decision-makers needs. We believe in creating value for all stakeholders by presenting well-researched, pragmatic solutions that align with Canada’s defence and national security priorities and how they relate to our clients’ solutions and business objectives.
What sets us apart is our firm’s ability to translate complex technical and policy issues into actionable political and bureaucratic insights, ensuring that our clients’ perspectives are heard, understood, valued, and actioned by officials. We draw on 30+ years of experience and have cultivated a reputation for integrity, professionalism, and results-driven advocacy.
To promote fair hearings and effective political representation, we present well-supported arguments grounded in clear evidence while aligning client interests with overarching public policy objectives. We prioritize cultivating trust-based professional relationships with politicians and policymakers through consistent dialogue and by showcasing our clients as valuable contributors to national economic and security priorities. The Samuel Team complements this approach with comprehensive stakeholder mapping and the development of customized engagement strategies, ensuring every interaction is purposeful, impactful, and aligned with measurable business outcomes.
For companies looking to succeed in Ottawa, it is essential to:
1. Understand Canada’s defence procurement landscape and align your offerings with national priorities like NORAD Modernization, shipbuilding, and green technologies.
2. Build relationships early with key political leaders, senior policymakers, civil servants, industry associations and other businesses.
3. Present solutions and offer tangible outcomes that contribute to Canada’s economic prosperity and national security interests, rather than simply selling products.
4. Stay proactive by aligning your business strategies with evolving political priorities, regulatory frameworks, and emerging policy trends. Our approach helps clients anticipate future opportunities and challenges, positioning them where the puck will be rather than where it was—to borrow a classic hockey analogy.
5. Strive to become a “Strategic Partner” to the government rather than merely a “Vendor.”