Summary
Summary Public Affairs third year 3PRV
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Public Affairs: samenvattingINLEIDING:
PA focuses on two very specific stakeholders in the stakeholder network of a company: the local
community in which it operates and governmental institutions.
This shows the typical stakeholders of a company. The stakeholders are divided into internal and
external ones.
3 questions:
- What is public affairs?
- What does a PA practicioner do?
- Does PA matter?
QUESTION 1: What is Public Affairs?
- In search of a definition
o PA is often considered as political relations
= influencing the political decision-making process
o Therefore companies wish to retain relations with the government and a few groups
that are also interested in the same decision-making: mass media, action groups and
organizations of interests
o Some textbooks define PA as the retaining of relations with community and
government. Others limit the definition to just relations with government
o PA and lobbying are often mixed up in the media. Lobbying is of all ages. Everybody
sometimes tries to get influence on “people in power”.
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, o A lobbyist is often considered a mysterious person using silent tricks to influence and
shape the course of public policy. This is incorrect! Lobbying has become a serious
profession.
o PA as a communication course is rather new. Due to increasing democracy and to
growing social pressure on companies, openness on the side of industrial powers is
on the move. Scientific literature about the subject is now available.
- Definition
Public Affairs is a management function focusing on the relationship between an
organization and the society in which it operates. Its purpose is to influence the decisions of
political decision-makers and/or to react to changes in (public) opinion and attitude that are
to its benefit. Therefore, it tries to map the stakeholders involved (neighbors, action groups,
interest groups, etc.). This includes monitoring their viewpoints, approaching them directly
and undertaking the necessary action(s).
QUESTION 2: What does a PA practitioner do?
Public affairs consultants are often referred to as 'lobbyists', but their work is more wide-ranging.
They use their understanding of the political system to offer political and public policy advice to
their clients. Clients may include private sector companies, trade associations, charities and not-for-
profit organizations. Keeping abreast of political developments, in order to advise clients on a
possible response, is vital to the role. Key information is sought from personal contacts, a range of
media sources and political intelligence and monitoring.
Public affairs consultants identify key stakeholders in the decision-making process at European,
national, regional and local government levels. They work to maintain relationships with these
individuals and to assist clients to promote and protect their interests effectively.
- Lobbying
Practitioners may need to influence stakeholders on specific policy or legislation proposals.
They will devise strategies on who to lobby, 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 up to date information and so
monitoring is essential. Monitoring includes:
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, o Statements and releases from national parliaments, European institutions, political
parties, local governments, public bodies and pressure groups
o Debates, committee inquiries and legislative proposals
= Researching, forecasting and evaluating the effects of public policy on an
organization
RISK IMPACT MATRIX
Xxxxx = Top priority // x = No action required
It is essential that any PA work is based on the most up to date information and so
monitoring is essential.
Risk for our company Probability (of legislative proposal becoming law)
High (Very likely) Medium Low Negligible (Very unlikely)
Catastrophic Xxxxx Xxxxx xxx xx
Big Xxxxx Xxxxx xxx xx
Small Xxxxx xxx xx x
Negligible xx x x x
‘What is the risk for our company if this proposal becomes a law?’
Monitoring is very important to know the risks for your company
Put all the risks in a risk matrix + business impact
- Media management
PA practitioners often carry out what are seen as traditional PR activities but with a political focus. In
many cases, the media can be a significant stakeholder to the organization.
These activities include writing press releases and articles, researching, copy writing, producing
annual reports and managing databases and building up relationships with media contacts.
Media help organizations to influence public perception! (Do not miss any details The
Monkey Business Illusion)
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, Practitioners may organize events in order to provide opportunities to meet with stakeholders.
- Attending parliamentary committee meetings, party conferences, related seminars,
conferences, parliamentary groups and other events
- Maintaining regular contact, in person and in writing, with politicians, civil servants, and/or
staff in local authorities and regulatory bodies to brief them on clients' work and concerns
- Establishing and maintaining two-way communication with relevant official bodies and
stakeholders
Attending network events belongs to the activities of a PA practitioner
- 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 government consultations,
answering letters from MPs/MEPs, writing internal and external briefing papers (so-called position
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 in order to
increase the company's chances of making the government a client.
- Networking and contacts
PA practitioners need to be confident at networking. 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.
What does a PA practitioner do?
- Monitoring, lobbying, attending events, networking, providing information, writing position
papers, drafting press releases, organizing events, etc. It is all about ..
- Representing your interests
- Convincing others! (Political decision-makers and public perception)
- Retaining a good relationship with specific stakeholder
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