Public Affairs

Public affairs is a term used to describe an organisation’s relationship with stakeholders. These are individuals or groups with an interest in the organisation's affairs, such as politicians (MPs, MSPs, AMs, MLAs, MEPs), civil servants, customers and local communities, clients, shareholder, trade association, think tanks, business groups, charities, unions and the media

Public affairs practitioners engage stakeholders in order to explain organisational policies and views on public policy issues, assisting policy makers and legislators in amending or laying down better policy and legislation. They provide statistical and factual information and lobby on issues which could impact upon the organisation's ability to operate successfully

Public affairs work combines government relations, media communications, issue management, corporate and social responsibility, information dissemination and strategic communications advice. Practitioners aim to influence public policy, build and maintain a strong reputation and find common ground with stakeholders.

There may often also be some aspects of public affairs and policy work associated with working in public relations, press and media relations and crisis communications

Different functions

Lobbying

Practitioners may need to influence stakeholders on specific policy or legislation proposals, including at a local, national or International level. They will devise strategies on who to lobby and engage with, on what issues and advise at what stage in the legislative process to get involved

Monitoring

It is essential that any public affairs work is based on the most updated information and so political monitoring is essential. Practitioners at all levels will have their own daily media dose. Usually regular monitoring is conducted by junior practitioners including checking statements and releases from Parliament, political parties, local government, public bodies, think tanks, pressure groups, debates, committee inquiries, the media, legislation and regulation will all be monitored regularly

Media Management

Public affairs practitioners often carry out what are seen as traditional PR activities but with a political focus because, in many cases, the media can be a significant stakeholder to the organisation. These activities include writing press releases and articles, copy writing, producing annual reports and managing databases of, and building up relationships with, media contacts. Depending on the organisation, public affairs practitioners will also take part in media interviews

Organising & attending events

Practitioners may organise events in order to provide opportunities to meet with stakeholders. Initially the relevant stakeholders will need to be identified, as will the issues that the organisation needs to bring to the attendees' attention. You will also invariably attend parliamentary committee meetings, party conferences, related seminars, conferences, Government Departmental stakeholder meetings, All-Party Parliamentary Groups and other events related to the local, national or International dimension of the subject matte

Providing information to stakeholders

It is essential in public affairs that practitioners are able to convey information to stakeholders in a concise, efficient and honest manner. This can be done through submissions to government consultations, answering letters from MPs/MSPs/MLAs/AMs/MEPs, writing internal and external briefing papers, and producing leaflets and newsletters or by holding one-to-one meetings.

Political marketing

The government is a huge procurer and many corporate companies are keen to sell their products to the public sector. Public affairs practitioners may be used to raise the profile of a company or service provider in order to increase the chances of the government becoming a client.

Networking and contacts

Public affairs practitioners need to be confident at networking and able to ‘work a room’. There are no hard and fast rules when it comes to networking. It is very much down to the skills of the individual, but these skills can be learned by anyone. Largely, it is about having the confidence to approach people and strike up conversation.

MERCEDES BENZCase Studies

THE CHALLENGE Mercedes-Benz China Ltd. (MBCL) approached APCO Worldwide to seek the firm's expertise to safeguard its reputation in China's dynamic market where increasing consumer rights advocacy and a rapidly growing auto industry were changing government and consumer expectations.

Combining MBCL's commitment to safety with China's efforts to reduce 100,000 annual traffic-related deaths, APCO recommended a ground-breaking partnership with the government- affiliated Road Traffic Safety Association of China to promote road safety.

Together with MBCL, APCO designed and organized a public education campaign targeting those most at risk, which included the following tactics:

• Daily public service announcements broadcast on China National Radio complemented by bi-monthly talk shows.

• Weekly articles written on road safety in a major Beijing newspaper.

• Roadside billboards created.• 40,000 road safety posters distributed to community centers and

schools across the capital.

• New resources promoting road safety placed on the MBCL Website for the media and drivers.

• A children's art competition on road safety held that drew 3,000 entries from primary school students in Beijing, with winners selected by a panel of dignitaries including the 2008 Olympic logo designer.

• A seminar given for police and regulators with presentations by MBCL engineers to improve development and enforcement of traffic laws.

• A seminar developed for regulators and members of industry on the highly political and sensitive subject of product recalls.

Not only did the campaign resonate with the government and broader public, but it also generated countless positive media reports praising MBCL for its corporate responsibility. APCO assisted the company in building constructive relationships and a glowing reputation with government officials at a time of rapid growth in automobile ownership in China. At the height of the campaign, DaimlerChrysler AG, which owns Mercedes-Benz, announced a €1 billion investment to reinforce their commitment in China.

GUJARAT Case Study

• On December 14, 2009, PR giant APCO Worldwide was hired to promote Gujarat Chief Minister Narendra Modi's investment and development showpiece 'Vibrant Gujarat'. In the four years since, its team of 45 experts in 20 countries has also given the Gujarat chief minister just the push he needed to open doors globally

• An RTI query shows Steven King as one of the members of APCO's "global team for Vibrant Gujarat. While APCO claims they don't work for Narendra Modi, and that their brief is limited to promoting Gujarat as a destination for investors, King was named as an official spokesperson for the Chief Minister in a report

• In October 2012, the Gujarat Solar Park, about which Narendra Modi talks often, was awarded 'Best Project of the Year Medium Term Duration' by Project Management Institute (PMI), a global organisation with presence in over 185 countries, in one such 'case-study endorsement'. APCO is also a lobbyist for PMI.

• The Narendra Modi government signed a deal of Rs 2.25 crore per year at the prevailing dollar rate in 2010 with APCO. An RTI query shows that APCO's brief was not restricted to building Gujarat as an investment destination alone. "APCO will also gauge the tonality of coverage and identify journalists who can further be Media Ambassadors for Gujarat. The idea is to expand and build on the 'Friends of Gujarat' circle so as to have a sustained programme of endorsement and outreach

• Friends of Gujarat has often served as a platform to promote Narendra Modi and his government's governance record. It was also used by the CM to reach out to the Gujarati community in the US.