Public relations for public affairs

The term ‘public affairs’ has now become a much‐discussed topic in continental Europe's political and economic circles, including Germany and Austria. The problem is that few people really understand just what the term means. Many people have the impression that ‘public affairs’ is another way of describing lobbying. Others perceive it as classic public relations. In Europe many decision makers of the business world lack the specific knowledge of policy making; however, until now just a few such executives have taken advantage of the real opportunities opened up by using the services of professional public affairs consulting. Communications companies in Europe are now offering public affairs consulting as part of their services, with increasing success. The first task to make public affairs better known in Europe therefore must be public relations for public affairs. Copyright © 2001 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.     

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.     

The state of North American higher education in corporate public affairs

This paper assesses the state of higher education in corporate public affairs (CPA) in North America. Educational offerings in many fields have mushroomed in recent years, and many courses of study are currently available that didn't exist even as recently as a decade ago. Is this true in CPA as well? For the most part, CPA offerings are not as plentiful as some observers would previously have foreseen. The paper looks at what educational opportunities are available, identifying areas that show promise for growth or expansion, and outlines a number of factors that have to come into place if CPA education is to become more prevalent than it currently is. Copyright © 2001 Henry Stewart Publications     

How political and social change will transform the EU public affairs industry

The EU public affairs industry is failing to recognise that political and social change is rendering its traditional approach to lobbying redundant. The key change is the growing importance of public opinion. Politicians are tending to follow rather than lead public opinion. The public is becoming more individualistic and more prone to emotional appeals. Pressure groups are increasingly setting the political agenda. The Internet is reinforcing all these trends and multiplying the number of political actors. To survive and prosper, public affairs practitioners need to adopt a strategic view of public affairs, which is aligned with companies' brand strategies. This view must be based on a holistic view of politics and recognition that winning public trust, acceptance and support is the prerequisite of successful lobbying. The emphasis will therefore shift away from traditional elite lobbying towards NGO‐style campaigning and mobilisation of public support. Copyright © 2003 Henry Stewart Publications     

Corporate public affairs: necessary cost or value‐added asset?

This paper examines the valuation tools available to measure the financial contribution that public affairs activities add to the corporate bottom line. The paper begins with a consideration of the state of quantification in public affairs. Next, theoretical frameworks for broad classes of valuation methodologies are presented. Specific models applied by companies are also examined, outlining their advantages and limitations. The paper concludes with recommendations for implementing quantitative financial measures and opportunities for future research. Copyright © 2003 Henry Stewart Publications     

Public affairs,issues management and political strategy: methodological approaches that count

This essay reviews the primary methods that have been used to study corporate public affairs, issues management, and corporate political activity (PA/IM/CPA). We identify three tractable areas of research in these areas: (1) the determinants of PAM/IM/CPA; (2) the effects of PAM/IM/CPA on public policy outcomes; and (3) the effects of public policy outcomes on overall firm financial performance. Despite the considerable difficulties in gathering data to test these phenomena, we posit that scholars have made progress in understanding some aspects of these relationships. Still, we conclude that the greatest weakness for the advancement of methodological progress is the lack of a theoretical model describing the PAM/IM/CPA process, which ultimately hinders the ability of empiricists to seek the ‘proper’ data to test such relationships. Copyright © 2001 Henry Stewart Publications     

What have public affairs and advertising got in common?

The author argues that to be successful companies need to adopt a stakeholder view of how they interact with society—in short their communications need to be integrated. Rather than focusing purely on their consumer markets, advertisers should be aware of the impact of their messages on public opinion, pressure groups, politicians and others that make up the ‘political market’. Equally, public affairs practitioners should be more involved in the commercial activities of their colleagues in advertising and marketing. Integrated communications, in the author's view, is not only an operational necessity for companies, but a strategic imperative for sustainable success in a global world with differing local expectations. Copyright © 2002 Henry Stewart Publications.     

Public affairs: an American perspective

This paper explores the development and broadening scope of public affairs practice within the United States of America and charts the factors that have influenced its current development. To understand the scope of how public affairs has developed in the United States, it is necessary to examine the historical evolution of the function in the USA and the early 20th century influence of the US government on defining and regulating its definition of public relations and public affairs, which resulted in the still‐in‐effect Gillett Amendment. Since then, public affairs has expanded into the private as well as the public sectors as corporations and organisations recognise the need to gain public trust for their ventures. In the US today, public affairs practitioners perform duties that range from issues management to environmental scanning to legislative affairs. Copyright © 2001 Henry Stewart Publications     

BNFL National Stakeholder Dialogue: a case study in public affairs

This case study explores the very early days of the British Nuclear Fuels Ltd (BNFL) National Stakeholder Dialogue. The dialogue is arguably the most intensive, consistent and difficult engagement with stakeholders ever undertaken by a UK company. It involves a wide range of individuals and organisations interested in or concerned about nuclear issues and aims to inform BNFL's decision‐making process around the improvement of their environmental performance in the context of their overall development. The process is designed and convened by The Environment Council, an independent third party with expertise in stake‐holder dialogue. The aim of this paper is to examine how the dialogue came about, why stakeholder dialogue was used as a process, some of the problems encountered by the process and the link that can exist between public affairs and stakeholder dialogue. Copyright © 2003 Henry Stewart Publications     

Of change,training and public affairs in Europe

European public affairs practitioners need to be increasingly professional in their reactions to an EU undergoing transformational change. The paper offers a comprehensive summary of the subtleties of institutional change in Commission, Parliament and Council in 2004. In particular, the author argues that expansion from 15 member states to 25 has fundamentally changed the nature of the Union's politics and the skills required to influence it. This new EU requires more of practitioners than experience and amateur instinct: to achieve results and avoid restrictive regulation, the public affairs community must adopt effective training strategies, challenging competence targets and regular self‐assessment of its performance and ethics. Copyright © 2004 Henry Stewart Publications     

EU public affairs and the White Paper on Governance

The White Paper on Governance process[This analysis covers the period up to and including the publication of COM (2001) 428 of 25.7.2001, ‘European Governance: A White Paper’.] began life as a search for an issue by a new Commission President. The issue is packaged as enhancing/modernising democracy in the EU and legitimising EU institutions, and searches for further avenues of civil participation. The process ‘sells’ the concept of ‘democratic deficit’, though reveals a highly open and accessible system which is already severely overloaded by interest representation. Rather than escalating a ‘lobby free for all’, the opportunity could be taken to strengthen governance by organising EU interest representation. This could be done by accrediting associations that are able to meet strict criteria of representativity as ‘governance partners’, making them sufficiently attractive to their members to work through them rather than bypassing them, and which would strengthen their ability to contribute to EU governance as policy capable organisations. These associations could find a place in a revamped and reorganised Economic and Social Committee, which would be engaged at a much earlier stage in the EU policy process. Copyright © 2001 Henry Stewart Publications     

The ideal profile of the PA expert at the EU level

If public affairs management is what public affairs managers do, then there is no stable definition of the ideal profile of such a manager. There is, however, a need for this in practice. If an interest group decides to strengthen its public affairs function and to open a vacancy, what then should be the text of the profile? The question also has much academic relevance, as it invites a selection of the most important characteristics required for effectively handling and influencing a specific playing field. Below is presented the ideal profile of the public affairs expert at the level of the European Union. As the ideal is always above the reality, we suggest in addition specific training of skills and development of talents in order to bridge the gap. Copyright © 2002 Henry Stewart Publications.     

Tools of digital innovation in public affairs management: A practice-oriented analysis

While the literature on digital transformation is growing in several fields, research on the effects of digital innovation in the practice of public affairs is still scattered and unsystematic, mostly focusing on interest groups' social media strategies. However, digital innovation has begun to change the practice of public affairs management in many areas, especially in the form of datafication, AI analytics, and cloud-based knowledge management platforms. Growing possibilities in the use of data science and evidence-informed strategic decision-making have arisen in domains traditionally shaped by intuitions and non-codified professional experience. Based on desk research of case studies and hands-on analyses of three increasingly popular public affairs management software platforms (FiscalNote, Quorum, KMIND), this article develops a practice-oriented analysis of various digital tools and functionalities available to public affairs practitioners today, tackling a gap in the literature on how digital innovation can impact the management of several activities along the different phases of a public affairs campaign (monitoring and analysis, strategy design, action, assessment). The article thus highlights how digital innovation goes way beyond the sheer use of social media in communication activities, impacting the practice of public affairs on a deeper and more strategic level.     

Intersectoral differences in public affairs: the duty of public reporting in public administration

Public reporting is a requirement for public affairs practitioners in public administration because of the democratic context in which government operates. By reporting to the public‐at‐large on agency activities, government agencies contributed to an informed citizenry, the essential foundation of a democracy. For public affairs in business administration and non‐profit administration, public reporting is desirable rather than mandatory. Public reporting was traditionally accomplished indirectly, through news media coverage of government. However, recent research suggests a diminution of interest by the media in fulfilling its role as an instrument of democracy. This means that the public reporting obligation of public affairs professionals in public administration needs to shift to direct reporting, through such products as annual reports, newsletters, TV programmes, Internet websites etc. Copyright © 2002 Henry Stewart Publications.     

Public affairs,issues management,and political strategy: opportunities,opportunities, and more opportunities

This paper begins where Professor Windsor left off and enumerates some other areas in which academic research could be profitably pursued for both intellectual and practical gain. The tone of Professor Windsor's paper is pessimistic, and lays out in detail some of the obstacles to research; but these are not insurmountable. Some key areas that can be explored to the benefit of researchers and practitioners are in self‐regulation, the initiative process, term limits (a relatively recent phenomenon and not particularly well known outside of the USA), and in alliance building, constituency statutes, and links to stakeholder theory and action. Each of these additional areas is addressed in this presentation. Copyright © 2001 Henry Stewart Publications     

Public affairs,issues management,and political strategy: opportunities,obstacles, and caveats

This paper evaluates research in corporate public affairs, social issues management and political strategy, and theoretical integration of the three areas and also cross‐disciplinary and cross‐institutional collaboration, especially with business or government officials. Copyright © 2001 Henry Stewart Publications     

Sliding doors in Brussels: A career path analysis of EU affairs managers

This article investigates the revolving doors phenomenon in the European Union (EU). It proposes a management approach that treats this phenomenon as a form of corporate political activity through which companies try to gain access to decision makers. By using sequence analysis to examine the career paths of almost 300 EU affairs managers based in public and private companies across 26 countries, three different ideal‐typical managers are identified: those EU affairs managers coming from EU institutions and public affairs; those who make a career through the private sector; and those who establish themselves in national political institutions. This identification confirms that EU institutions need different types of information and companies need EU affairs managers with different professional backgrounds able to provide it. Rather than observing a revolving door of EU officials into EU government affairs, what the authors term ‘sliding doors’ – namely the separation of careers, especially between the public and private sectors – is discerned.     

Envisaging the future — scenarios and public affairs practice

Public affairs in the third millennium will develop in three significant ways.

• (1) It will deal increasingly with global issues and authorities. ‘The chief executive needs to be an entrepreneur with global vision. He needs political skills, to steer a course through the regulatory maze.’
• (2) The companies that succeed may be global, but many of the regimes of regulation and control will remain national. The ability to deal with them will be essential.
• (3) Public affairs will have to deal effectively not only with national and international regimes but also with organised ‘civil society’. NGOs have now formed global alliances. They are recognised and consulted formally and informally and have begun to ‘show their teeth’.

These developments create strong and specific challenges for corporate communications. ‘Sovereignty is what you belong to.’ The European Union (EU) has developed as a model for global public affairs. Companies that have learnt to combine national with supranational public affairs in the EU will be well equipped in the fora of WTO, OECD, ILO and others yet to come. The communications challenges are two:

• (1) Support for mergers: As globalisation proceeds by merger, companies will need fluency in communicating the benefits of mergers, both internally and externally.
• (2) Trading identities: As countries go for national brands to achieve tourism and investment, mega‐merged global companies are using nation‐building techniques to achieve internal cohesion across cultures.

Copyright © 2001 Henry Stewart Publications     

IPO effects: corporate restructuring when a firm goes public

The public affairs of a firm issuing an initial public offering (IPO) are a critical part of the corporate restructuring efforts which firms face during the process of going public. In this paper, Bowman and Singh's (1993) definition is used to illustrate how issuing an IPO is a significant form of corporate restructuring. Public affairs are critical during both the pre‐IPO phase and during the period leading up to the IPO, as the firm must negotiate a heavily institutionalised process to successfully complete the issue. Here, the six‐year life of ‘Deja News’ is used as a way to illustrate and explain the public affairs during the process of preparing for and issuing an IPO. Copyright © 2004 Henry Stewart Publications