The public affairs of internationalisation: balancing pressures from multiple environments

Managing public affairs is a very complex task for internationalising firms. Multinational companies (MNCs) are not only single organisations operating in a global environment, but at the same time they are collections of interlinked subsidiaries that operate in a diversity of national environments. This paper investigates conceptually how subsidiaries of MNCs build relationships with internal MNC counterparts and external market and non‐market actors as they mature and build resources and capabilities. It shows that, in order to understand the dynamics of public affairs management in MNCs, we need to study the relationships of MNCs and their subsidiaries with a variety of stakeholders in the internal and external environment of the organisation. Copyright © 2004 Henry Stewart Publications     

Managing public affairs through storytelling

Storytelling has recently been discovered as an important tool for gaining the support of those external constituencies the organisation critically depends upon. This paper explores the narrative approach to public affairs by reporting an in‐depth case study of the storytelling practices of representatives of the global foods industry and environmental activist groups during the recent introduction of genetically modified food crops. The analysis reveals that these parties use competing versions of what are essentially the same narratives to gain the support of regulators and the public at large in the various market and non‐market arenas in which these groups compete. Copyright © 2002 Henry Stewart Publications.     

Mobilization in the European Public Sphere: The Struggle Over Genetically Modified Organisms

The objective of this study is to investigate the extent to which supporters and opponents at the European Union (EU) level strive to mobilize the public with regard the issue of genetically modified organisms (GMOs). To this end, it addresses two research questions: First, to which concepts do GMO opponents and supporters refer when seeking to mobilize the public? Second, do GMO opponents and supporters differ in the coherence of the concepts they use to attain public mobilization? The empirical findings show that the pro‐GMO coalition is composed of biotechnology companies as well as representatives of Argentina, Canada, the United Kingdom, the United States, and the World Trade Organization. The anti‐GMO coalition consists of environmental nongovernmental organizations and representatives from most of the EU member states. Altogether, the anti‐GMO coalition has been more coherent in the concepts they invoke in the last few years.     

Germany: public affairs reinvented

Reunification, growing international exposure and the move of the capital from Bonn to Berlin are not merely milestones for the major changes that have occurred in German politics since World War II. They are developments that have profoundly affected and continue to affect political life in Germany. The way that political, civic and economic interests engage with the political system has changed, and this raises the question of what public affairs is and can achieve in this context. As practitioner the author observes four main trends. First, public affairs is increasingly being understood in terms of the meaning of the German word ‘Gesellschaftspolitik’. Second, the changing nature of how political issues are being communicated demands a growing expertise from all the players involved. Third, the general feeling among organisations for ‘need to do something political’ does not yet correspond with a specific demand for public affairs services. And last, a market for high profile consultancy‐led public affairs services is still in the making. Public affairs practitioners in Germany will be key in shaping and developing the profile of public affairs as a serious discipline with services and expertise, maturely tailored to local market needs. Copyright © 2002 Henry Stewart Publications     

Political Marketing and Professionalized Campaigning

Abstract

During the last decade a number of scholars have argued that political campaigning has become professionalized, and that political marketing has become the new dominant campaign paradigm. However, the conceptual relationship between political marketing and the professionalization of political campaigning is unclear. Furthermore, the distinction between political marketing, market orientation, and marketing techniques is often blurred. At the same time, most of the literature is dominated by either an American or British perspective. This makes it unclear as to whether these concepts should be viewed as general concepts, or as concepts relevant primarily for countries that share some specific set of political institutions.

In this backdrop, the purpose of this article is to analyze (1) the conceptual relationship between political marketing, market orientation, marketing techniques, and professionalization of political campaigning, and (2) whether contemporary concepts of political marketing and the professionalization of political campaigning are equally applicable to all modern democracies regardless of, for example, political system and other country-specific factors. It also outlines a theory of strategic party goals for multiple arenas.     

Political exchanges of value and the stakeholder concept: Implications for public affairs

The political marketing exchange is triadic in structure, as promises given by political actors in the context of an election campaign can only be reciprocated if 1. the political actor is selected, 2. has influence over legislation negotiations, and 3. is in a position to deliver on these promises. In each of these three ‘interaction marketplaces’, political actors are indirectly influenced by stakeholders. These ‘indirect stakeholders’ are often public affairs practitioners engaged in lobbying activities in the political sphere. This paper integrates the triadic interaction model of political marketing exchange with the political marketing stakeholder concept and highlights how public affairs practitioners can target their efforts for maximum benefit. This aim is motivated by a need to increase our understanding of how political marketing theory can help political actors and their stakeholders to optimise the resources that are used on marketing activities across the electoral cycle.     

Partisan legitimacy across generations

In this paper we argue that parties shape their supporters’ views about the political system via the messages they communicate about the desirability of the political system. Moreover, we contend that the effectiveness of such communication varies considerably across generations. Combining data from election surveys collected in 15 democracies as part of the Comparative Study of Electoral Systems (CSES) project with data on the policy positions of 116 political parties collected by the Comparative Manifestos Project, we find that supporters of parties that express positive positions toward the political system report systematically higher levels of political legitimacy than supporters of parties that communicate negative views. Moreover, this communication is particularly effective among older party identifiers whose partisan identification tends to be more pronounced. Taken together, these findings suggest that political parties play an active role in shaping citizens’ views of the political system but their success in mobilizing consent among citizens in contemporary democracies may weaken with partisan de-alignment and generational change.     

Public affairs in Australia: Evolving and enhancing corporate performance

This article is an attempt to provide a helicopter view of the influences and responses that have shaped the corporate public affairs function over four decades from non‐existence to an important and settled profession in Australia's major companies. It reflects the perceptions and experiences of an observer with a background in public administration, politics, academia, industry association leadership, and consulting to companies and industry organisations over that period. They are further informed by surveys and other studies conducted by the organisation supporting public affairs departments, the Australian Centre for Corporate Public Affairs (the Centre) since its inception in 1990. The article charts the emergence from two distinct, low level management silos—one supporting communications and the other, government affairs—to create an integrated strategic management function. The central story is of waves of innovation in concepts and practices, developed mainly overseas, being embraced with enthusiasm and becoming a dominant focus, before settling into the broad toolbox of public affairs. This occurred particularly in the period 1990–2005 during which the function took its shape. With such a broad and ambitious sweep, it is inevitable that bold generalisations begging exceptions must be made.     

Managing business political activities in the USA: bridging between theory and practice

The political arena in the USA is portrayed as a marketplace in which businesses and other groups compete to influence public policy decisions. Managers can view this political market as an opportunity to shape the rules of the game by which they operate but must realise that it is a very competitive arena. Drawing on concepts from business strategy advocacy activities like lobbying, making campaign contributions, and organising grassroots efforts are analysed in terms of opportunities for gaining competitive advantage. Results from case studies indicate that many businesses miss opportunities to build support among employees for political advocacy because few firms use bottom up approaches for political action committees or grass‐roots efforts. Suggestions for managers interested in improving the effectiveness of their business advocacy efforts are discussed. Copyright © 2001 Henry Stewart Publications     

The Role of Marketing in Politics

ABSTRACT

Political marketing is an exciting new area. Research produced over the last decade has been pioneering in showing the applicability of marketing to politics. However, this article argues that the field now needs to move in a different direction if we are to reach political marketing's full potential. Political marketing needs a comprehensive approach: it can be applied not just to party-electoral behaviour but also legislatures, local government, the media, and public services, with both concepts and techniques from marketing, and an understanding from political science literature as well as management studies. The article, therefore, maps out the route to be taken to reach the end of the rainbow and the pot of gold that the political marketing field potentially offers.     

International political marketing: a case study of United States soft power and public diplomacy

• Political marketing can be categorized with three aspects: the election campaign as the origin of political marketing, the permanent campaign as a governing tool and international political marketing (IPM) which covers the areas of public diplomacy, marketing of nations, international political communication, national image, soft power and the cross‐cultural studies of political marketing. IPM and the application of soft power have been practiced by nation‐states throughout the modern history of international relations starting with the signing of the Treaty of Westphalia in 1648. Nation‐states promote the image of their country worldwide through public diplomacy, exchange mutual interests in their bilateral or multilateral relation with other countries, lobby for their national interests in international organizations and apply cultural and political communication strategies internationally to build up their soft power. In modern international relations, nation‐states achieve their foreign policy goals by applying both hard power and soft power. Public diplomacy as part of IPM is a method in the creation of soft power, as well as, in the application of soft power.
• This paper starts with the definitional and conceptual review of political marketing. For the first time in publication, it establishes a theoretical model which provides a framework of the three aspects of political marketing, that is electoral political marketing (EPM), governmental political marketing (GPM) and IPM. This model covers all the main political exchanges among six inter‐related components in the three pairs of political exchange process, that is candidates and party versus voters and interest groups in EPM ; governments, leaders and public servants versus citizens and interest groups in GPM, including political public relations and lobbying which have been categorized as the third aspect of political marketing in some related studies; and governments, interest group and activists versus international organizations and foreign subjects in IPM. This study further develops a model of IPM, which covers its strategy and marketing mix on the secondary level of the general political marketing model, and then, the third level model of international political choice behaviour based the theory of political choice behaviour in EPM. This paper continues to review the concepts of soft power and public diplomacy and defines their relation with IPM.
• It then reports a case study on the soft power and public diplomacy of the United States from the perspectives of applying IPM and soft power. Under the framework of IPM, it looks at the traditional principles of US foreign policy, that is Hamiltonians, Wilsonians, Jeffersonians and Jacksonians, and the application of US soft power in the Iraq War since 2003. The paper advances the argument that generally all nation states apply IPM to increase their soft power. The decline of US soft power is caused mainly by its foreign policy. The unilateralism Jacksonians and realism Hamiltonians have a historical trend to emphasize hard power while neglecting soft power. Numerous reports and studies have been conducted on the pros and cons of US foreign policy in the Iraq War, which are not the focus of this paper. From the aspect of IPM, this paper studies the case of US soft power and public diplomacy, and their effects in the Iraq War. It attempts to exam the application of US public diplomacy with the key concept of political exchange, political choice behaviour, the long‐term approach and the non‐government operation principles of public diplomacy which is a part of IPM. The case study confirms the relations among IPM, soft power and public diplomacy and finds that lessons can be learned from these practices of IPM. The paper concludes that there is a great demand for research both at a theoretical as well as practical level for IPM and soft power. It calls for further study on this subject.

Copyright © 2008 John Wiley & Sons, Ltd.     

The Marriage of Politics and Marketing

Research into major party behaviour in Britain from a political marketing perspective finds that political marketing is broad in scope and offers fresh analytical tools to explain how political organizations behave. It is nevertheless a marriage between political science and marketing. It borrows the core marketing concepts of product, sales and market-orientation, and techniques such as market intelligence, and adapts them to suit traditional tenets of political science to produce an integrated theoretical framework. A party that takes a product-orientation argues for what it stands for and believes in. A Sales-Orientated party focuses on selling its argument and product to voters. A Market-Orientated party designs its behaviour to provide voter satisfaction. Exploring these three orientations demonstrates that political marketing can be applied to a wide range of behaviour and suggests its potential to be applied to several areas of political studies.     

The evolving discipline of public affairs

• Approaching the tenth anniversary of this Journal of Public Affairs, as the editorial team we offer this extended literature review as our reflection on the evolution and development of public affairs, both as an academic discipline and a professional practice. It is a necessarily personal and subjective contribution, highlighting the issues and areas which we believe represent significant continuing debates. The article considers how public affairs is, and should be, defined; examines the range of activities which theorists and practitioners understand as falling within the scope of corporate public affairs; analyses the relationship between public affairs and corporate political activity as different though complementary fields; discusses the importance of the public issues life cycle and the issues management models; and calls upon the public affairs community to defend the position of public affairs as the fundamental bridge between the organisation, society and government, in the face of challenges from other organisational functions.

Copyright © 2010 John Wiley & Sons, Ltd.     

The evolving profile,qualifications and roles of the senior public affairs officer

Leading a public affairs department or function in North America has become increasingly complex, difficult, and valued in the last decade. The knowledge, skills and abilities (KSAs) to perform this role effectively have undergone a transformation and become reflective of the socio‐political challenges entailed in the fast‐moving, global, information‐intensive economy. The top public affairs officer (PAO) will need to be a strategic thinker who can communicate effectively, have unquestioned integrity, maintain an international perspective, be an effective manager, and have the experience and savvy to navigate the trickiest of public policy processes and structures. These positions can be greatly rewarding for those individuals who are up to the task. Copyright © 2002 Henry Stewart Publications.     

Performing the Political through Public Space: Teenage Girls' Everyday Use of a City Park

This paper focuses on how politics is entangled in how public space is used and perceived by children. By using teenage girls' use of a park as an example, it is argued that children are political agents who construct, perform and embody their political subjectivities through the spaces of their everyday lives. They are active and participatory political agents, but they communicate their political selves differently from adults. There is a time-spatial aspect in how identity takes shape and politics is practised, as it is not only through intense social interactions that politics is performed but also through spaces of solitude and reflection.     

Mobilising support when the stakes are high: Mass emails affect constituent-to-legislator lobbying

Mass emails are frequently used by advocacy groups to mobilise supporters to lobby legislators. But how effective are they at inducing constituent-to-legislator lobbying when the stakes are high? We test the efficacy of a large-scale email campaign conducted by the UK's main anti-Brexit organisation. In 2019, the group prominently displayed a ‘Write to your MP’ tool on their website and assigned 119,362 supporters represented by legislators with incongruent views to one of four email messages encouraging them to write to their MP or a control condition (no email). Messages varied across two factors: whether the MP's incongruent position was highlighted, and if urgency was emphasised. We find that 3.4 per cent of treatment subjects contacted their representative, compared to 0.1 per cent of those in the control, representing an additional 3,344 emails sent to MPs. We show that there was no substitution away from the most frequently used online legislator contact platform in the United Kingdom. While, on average, position and urgency cues had no marginal effects above the standard email, the most engaged supporters were more mobilised when informed that their MP held incongruent views. This study shows that advocacy groups can use low-cost communication techniques to mobilise supporters to lobby representatives when the stakes are high.     

How to build a time machine for public affairs executives

Temporal factors such as time and timing are so self‐evident in public affairs that they are rarely mentioned and even less frequently researched. Time is seen as the independent variable—a scaffold that underpins a calendar of communication events, legislative and regulatory processes, or issue lifecycles. However, time is a more complex and essential variable to contemplate than public affairs (and most other) executives give it credit for. This paper explores 16 unique ways to think about time, applying those dimensions to the Amazon HQ2 (second headquarters) selection process to illustrate how public affairs executives could use them to illuminate aspects of strategy and behavior they might otherwise not consider. Strategically, understanding interconnected dimensions of time improves clarity in the choice‐making process, allowing public affairs executives to exploit ideal timing as they execute their strategies.     

When marketing models clash with democracy

The application of marketing models in political and public sector contexts is examined. The assumptions in marketing of positive outcomes of (i) rapid responses to consumer concerns, (ii) the extension of choice and customisation in product development, and (iii) the application of market research techniques are considered in turn. This analysis suggests that in the political context, responding rapidly to public opinion is not necessarily a sound reaction; extending choice and customisation of products may not best serve public welfare, and applying market research techniques may not provide for the best system for policy decisions. The features of liberal representative democracy, particularly the role of deliberation, informed assent and accountability, have been neglected. Speed of response has been emphasised to the cost of democratic filters and checks on public opinion; enhanced choice, enabled by mass customisation, presents problems of social fragmentation; and the application of market research is no substitute for political discourse and engagement. Copyright © 2003 Henry Stewart Publications     

Mis-marketing the Conservatives: The Limitations of Style over Substance

Every Tory leader since 1997 has made significant attempts to use marketing; the most recent, Michael Howard, appointed the first ever UK party Marketing Director to head a specialised Marketing Department. However, whilst the Conservatives have made use of the tools of marketing (polling, focus groups, public listening exercises, communication) they have misunderstood the concept of political marketing, which is concerned with creating a unified political product that is responsive to voter demands. Political marketing has hitherto not worked for the Conservative party. This is because there is a lack of a supportive internal culture that accepts the party change necessary to produce a market-orientated political product including policy, leadership and candidates. If political marketing is only used to sell a product that the party elite rather than the British public wants, it will never help the Conservatives regain control of government.