chapter 2.pdf

Public affairs  Chapter 2: Public affairs ✔ identify and critically discuss the nature, role and scope of the public affairs function and its relationship with public relations ✔ identify and critically review key theories, principles and their development and application in...

Public affairs  Chapter 2: Public affairs ✔ identify and critically discuss the nature, role and scope of the public affairs function and its relationship with public relations ✔ identify and critically review key theories, principles and their development and application in contemporary public affairs ✔ appreciate the value of public affairs in terms of its potential contribution to the success of organizational strategies ✔ identify and critically review the knowledge, skills and competencies required of today’s public affairs professionals ✔ appreciate how to apply public affairs theories/principles in practice  what and why of public affairs? ✔ The rapid spread of social and digital media means that no organization no matter how large and powerful can afford to think it can operate in isolation and immunity from such influences. ✔ Businesses around the world are facing ever greater demands for transparency about the nature of their operations and their impact on the communities in which they exist. These demands are ones that government bodies and legislators are often under considerable pressure to listen and respond to, which may then result in regulatory or legislative action that may constrain or even derail the plans and ambitions of business. ✔ The challenge of managing what can be a quite complex array of stakeholder relationships has led many larger corporate businesses to recognize the value of having a well-organized and professional communications and public affairs function capable of handling any possible event that may arise that might threaten the stability and reputation of the organization.  Locating the role of public affairs within the organization ✔ Businesses operating in high-profile sectors (e.g. utilities, pharmaceuticals, transport, banking etc.) or in industries or situations that are likely to bring them into potential conflict with regulators, planners, local or national interest groups and others with a vested interest in a particular issue or situation that requires careful management to advance the business’s interests. ✔ Here the corporate public affairs function can be seen to act both as the ‘corporate voice’ and advocate of the business’s interests. ✔ This potentially difficult ‘balancing act’ of representing business and stakeholder interests is likely to become all the more complicated and challenging when corporations are operating across many international or global markets, and hence across a range of governmental and regulatory regimes  Defining public affairs ✔ ‘Public affairs may be defined as the management skill that internalizes the effects of the environment in which an organization operates and externalizes actions to influence that environment.’ ✔ ‘the critical role of the public affairs unit is to serve as a window out of the corporation, enabling management to act in the external environment, and a window in through which society influences corporate policy and practice.’ This two-way perspective of public affairs can be seen to mirror in many ways the ‘two way symmetrical’ model of public relations. ✔ Often public affairs is seen as focusing on handling and engaging on behalf of an organization in public discourse about ‘public policy’ issues that might affect society and also have implications for the organization's operations and/or future success.  Defining public affairs ✔ Public policy is a purposive and consistent course of action produced as a response to a perceived problem of a constituency, formulated by a specific political process, and adopted, implemented and enforced by a public agency. ✔ However, as its mission statement suggests, public affairs is seen to embrace a broader concept than simply government relations.  Defining public affairs ✔ public affairs is likely to come to the fore and figure prominently as a key component of an organization's communication strategy is in the form of a simplified ‘business, citizens and government. ✔ public affairs function would be expected to play a significant part in mediating between the company and regional or central government, as well as with representative employee and local citizen groups.  Discussion: Mini case study Textbook p. 401 The broader role of public affairs: community building  Public Affairs vs. Public Relations: How Are They Similar? Public Affairs vs. Public Relations: How Are They Different? Similarities differences Public - Both of them shape public - Related to bridge the gap between the public Relations opinion and the organization - Related to improve the organization's image and identity - The business nature of PR led people towards corporate careers (communication, social media campaigns) // To market the brand regardless the government relations Public - Both of them have - Public affairs relates to matters that affect the Affairs communication strategy but public directly (Issue management) in different ways - It works as corporate voice and advocates its interests - It is related to government sector and non-profit organizations (NGOs) - public affairs tend to focus on public policy (Issue management), whereas public relations tend toward commercial objectives.  Defining issues management ✔ Issues management (IM) is now a widely recognized process for identifying, monitoring, analyzing and ultimately containing or resolving those ‘issues’ that threaten the position of the organization. ✔ companies can also seek to align themselves with issues relevant to their key stakeholder groups or to society as a whole. This can often help shape public opinion on an issue or cause and have spin-off benefits to their reputation. ✔ According to Heath (2002) issues management is an anticipatory (proactive), strategic management process that helps organizations detect and respond appropriately to emerging trends or changes in the sociopolitical environment. ✔ Public affairs should adopt a much broader perspective, engaging with stakeholders concerned with a broader agenda of community relations, public policy, sustainability and corporate responsibility related issues. In both respects, public affairs can act both reactively as well as proactively.  Lobbying ✔ lobbying is any action designed to influence the actions of the institutions of government. ✔ lobbying can include attempts to influence legislation, regulatory and policy decisions, and negotiations on public sector contracts or grants. ✔ It is important to distinguish between the essential purpose of lobbying, and the methods or processes used by lobbyists to achieve the desired outcome, which are generally controversial. In terms of purpose, it should be stressed that lobbying is essentially a legitimate activity – a means by which various stakeholder groups can attempt to ensure that their voices are heard within government circles. ✔ The marked changes in the ‘media landscape’ over the past decade has forced would-be lobbyists to move away from relying on traditional media coverage to get their case heard, and instead focus on utilizing social media platforms to distribute information. (Barack Obama’s 2008 Presidential election campaign, Arab Spring’ revolutions in 2011)  Lobbying ✔ Two further key principles of successful public affairs/ lobbying campaigns (or for that matter any other communications campaigns) are worth highlighting: 1) Timing is nearly always crucial: ✔ Any successful lobbying campaign is to get the issue in question onto the government’s agenda. There may need to be an ongoing medium- to longer-term strategy that may extend over a number of years in order to reach a position that is acceptable to all interested parties – e.g. changing the laws on the sale of tobacco products and alcohol in the UK. 2) Targeting is absolutely vital: ✔ You are trying to influence – where does the influence lie, who are the ‘power brokers’ (Agent) (formal and informal), who are the gatekeepers and who knows their way around the system.  Discussion: Think about 20.1, Textbook, p. 403 Government business interaction Taking any one industry such as automobile manufacture or construction, try putting together a list of all the key government departments whose work might affect that industry and try to build a contact list of the most important Ministers, MPs, etc. whose support would be needed or helpful in campaigning for changes in any regulation affecting that industry.  Lobbying: A legitimate activity? ✔ Concerns have been heightened in recent years as a result of a number of scandals of corruption and illegal payment to politicians or influential officials to secure favorable decisions or contracts. ✔ Nolan principles that should govern the behaviors of all holders of public office: ✔ Selflessness ✔ Integrity ✔ Objectivity ✔ Openness ✔ Honesty ✔ Leadership  International perspectives on public affairs and lobbying ✔ The strong influence of the ‘environment context’ ‘contextual variables’ in determining the scope and practice of public relations (public affairs) in different parts of the world. ✔ The significance of the socioeconomic, political and media environments as constraining and influencing factors on both the historical development of public relations, as well as on contemporary practice. ✔ It is the political system and structures in any country/society that will very much frame and shape how far it is possible for public affairs practitioners to function in the type of conventional role that they have typically played in Western democracies.  Discussion: Explore 20.1, Textbook, P. 403 Political/regulatory influence Consider the number of laws that any business, charity or voluntary organization may have to comply with or take into account when setting up operations. Think about the consequences of ignoring such legislation.  Public affairs management ✔ Public affairs function is or should be managed, and equally, what does ‘best practice’ look like and how should it be achieved. ✔ Public relations and public affairs are ‘managerial’ in character. It is about ‘the management of communication between an organization and its publics’, or ‘managing the interface between organizations and government’. ✔ Exploring the key elements of the management process that can be applied to all communication functions including public affairs, in terms of how key strategies and plans are put together and managed to completion. The four stages, or elements, in this management process MACIE: ✔ Management analysis ✔ Management choice ✔ Management implementation ✔ Management evaluation Public affairs management  Public affairs management ✔ The four stages, or elements, in this management process MACIE: ✔ Management analysis; analyzing the particular situation facing an organization and determining the communication/ public affairs-related issues and challenges that need to be tackled // analysis tools PESTLE, SWOT, ✔ Management choice: Selection of alternative strategy options, or decisions about what operational actions should be undertaken. For public affairs managers, these choices center around decisions about which challenges/issues they should focus attention on, which stakeholders will need to be targeted, what communication/public affairs strategies should be adopted and what specific tactics should be used. ✔ Management implementation: The implementation of their policies/strategies and programs ✔ Management evaluation: Evaluation of the outcomes of the communications/public affairs function’s strategies and programs. Evaluation tools include: Comparing goals to outputs // change or modification or passing of a specific piece of legislation or regulation // measurement of the media coverage // Public affairs program's impact/ success.  Discussion: Review the public affairs campaigns that you have come across/read about over the past few months, and identify what forms of evaluation are being used to evaluate the success of the reported campaigns.