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Frequently Asked Questions
Samuel Associates discreetly stands out as one of Canada’s premier government relations firms specializing in defence, aerospace, and national security, offering unmatched access to top experts and a trusted network of senior political leaders and government policymakers. By blending expertise in business development, marketing, international policy, and government processes, we consistently deliver solutions that meet or exceed government expectations.
Our lobbying is collaborative, transparent, and data-driven, aligning clients’ strategic objectives with national policy priorities to foster long-term partnerships. With expertise in Ottawa through Samuel Associates and in Washington, D.C. through our U.S. subsidiary Samuel Group DC, we provide cross-border insights—including NATO activities—crucial to the interconnected defence and aerospace markets. This is the SamuelAdvantage®.
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 many decades of experience and have cultivated a reputation for integrity, professionalism and results.
We advocate effectively by presenting evidence-based arguments that align client interests with public policy objectives. Through trusted relationships with policymakers and strategic engagement, we position clients as key contributors to national economic and security priorities. Our team enhances this approach with stakeholder mapping and tailored strategies, ensuring every interaction is purposeful and productive.
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 or Supplier.”