“How is public affairs different from public relations?” is a question we receive all the time, and not exactly an easy one to answer. The difference toes a fine line, as the two practice areas have intersecting facets and often employ similar tactics – such as messaging, digital outreach and community engagement. The end goal of public affairs work is a key differentiator, usually involving something of considerable interest to the public at large.
When engaging in public affairs work, we always begin by asking, “What are the stakes?” The key to public policy is to identify the stakeholders and uncover what matters to them. In order to effectively advocate on their behalf (or on behalf of a policy or candidate that affects them), you must understand the best way to reach them. The stakes of not reaching your audience can sometimes be as high as the issue dissolving all together. That’s why understanding the impact of marketing communications efforts, and specifically public relations tactics, is critical to moving the needle in public affairs.
The stakes of misunderstanding the differences
While public relations efforts align more closely with enhancing a company’s brand connection with the public, public affairs efforts focus on issues that concern the public directly – including, but not limited to, policy, legislation and electing public officials. These matters typically focus on influencing public policy and shifting perception on political or social issues, which can range from infrastructure to workforce development to early childhood education.
Crisis communications, traditionally a public relations service, also plays a role in public affairs work. When working with a company in crisis, public relations professionals typically are reacting to an unfortunate situation. In public affairs activities, it is crucial to be proactive–the worst time to look for a friend is when you need one.
The stakes of misunderstanding the similarities
Although the strategies and end goals may be different, many of the tactics are similar. Developing strong messaging, understanding your target audience and reaching them are important for both public relations and public affairs efforts.
When engaging constituents on an issue, you are not going to get very far without going to them. In today’s hyper-connected, digital world, there is no excuse for any person or organization not to be able to effectively reach constituents with their message. However, in public relations or public affairs work, it is important to not forget the value in grassroots efforts. This is where the key similarities lie. The best way to impact perception is to engage with people at a 1:1 or small group level. When community members understand your message and begin to advocate on your behalf to others, they become influencers, multiplying your efforts. A community of influencers – whether for brands, public policy or candidates – is always going to be stronger and more impactful than a single message or messenger.
The stakes of misapplying your strategic efforts
Understanding how public affairs and public relations work in tandem is critical. Especially as misapplying tactics, or coming short on the execution of them, can be harmful to your efforts. It is important to have professionals guiding your campaign to ensure all marketing communications efforts are applied to the right audience and for your strategic purposes. Here are a few ways the correct application of marketing communications tactics can make a difference:
In public relations, you push. In public affairs, you pull.
When companies employ public relations as part of their marketing mix, the aim is to push consumers towards their product and service, ultimately driving connection between the two and turning them into brand advocates, generating a return. When working on behalf of a candidate or group of policy makers, public affairs experts are hoping to pull constituents into a conversation, turning them into supporters and ultimately into community influencers who can help multiply the message.
In public relations, you campaign. In public affairs, you continue conversations.
Public relations work targets key audiences with targeted messages. Those engaged in activities for the betterment of the public target opportunities for conversation. The goal, in mutual conversation, is for legislators to hear issues of concern from constituents, and in turn, influence public support for the issues.
In public relations, you promote. In public affairs, you inform.
When executing public relations activities on behalf of our clients, our aim is to put them in front of the publics that matter to their strategic goals. The intent always is to increase awareness in consumers, generating more positive feelings about the brand, ultimately purchasing their product or service. Public affairs efforts focus on educating the public on issues, informing them about a candidate’s platform or enlightening them on the importance of political efficacies.
In public relations, you establish control. In public affairs, you establish credibility.
Building an alliance – or coalition – is critical to meeting your goal, but managing your coalition effectively is even more important. Ensure that your coalition is singing off the same song sheet by providing them with clear messaging about your stance on the issue and an actionable strategy that they can be part of, mapping your coalition’s assets early on and explicitly assigning roles to each member, and always communicating clearly with your coalition members. Keep your coalition engaged constantly, and do the legwork for the members. Coalitions will lend credibility to your cause by drawing lawmakers’ attention from a large, united group comprised of local stakeholders.
In public relations, you influence others. In public affairs, you create a network of influencers.
Influencers vary from issue to issue, but can include public officials, business leaders, faith leaders – and even public relations professionals! It’s critical to determine influencers you wish to engage early on in the process, and to educate them on your stance on the issue. The larger and more united your group, the greater credibility and impact of your network.
Understanding the stakes of your work is important to knowing which tactics you need to employ to effectively reach your target audiences. Whether your goal lies in using public relations activities to enhance brand awareness or mitigate a messy situation, or if you are engaged in public affairs work and need to influence public perception on an issue, the right mix of marketing communications tactics is key. Working with a team of professionals who can help you determine the stakes and navigate your way to success is essential to meeting your strategic goal.
What are the stakes for you?