Key points

The scope for effective public affairs is widespread in today’s communications-led society.

Achieving consensus and that all-important third party support in a transparent atmosphere will be a major plank in the strategy of any organization concerned with gaining respect in its appropriate marketplace.

But sometimes confrontation is inevitable. The strength of the cause will be measured in difficult circumstances and the organization’s value called into question. Is it up to it? The public affairs strategy must be sufficiently robust to withstand such scrutiny and the organization’s core philosophy and its personnel will be tested.

It is under those circumstances when the investment in time and effort will be rewarded, or will fail, in the eyes of the organization’s publics.

To summarize this article, here are some key points.

• Be clear about the campaign objectives.

• Identify key targets.

• Decide how they will be contacted.

• Get in touch as early as possible without causing political harm; start at or near the top.

• Consider your timing (especially in political environments).

• Be honest about the reason for your approach.

• Agree on the most effective senior representative to ‘front’ the campaign.

• Refine your message, according to your target.

• Make sure your message is consistent and that it is understood within all of the organizations concerned.

• Outline your case before you meet your target, repeat it afterwards in a short letter or note of thanks.

• Discuss the issues and find the key areas for consensus.

• Be clear of the opposing views; be prepared to counter them with valid, well-researched answers.

• Maintain contact; keep our targets abreast of events.

• Encourage collaboration between other supportive parties.

• Apply pressure preferably through third parties.

• Decide on media tactics, if appropriate.

• Identify the most effective person to lead the media campaign.

• Be accessible to others wishing to contact you.

• Keep reviewing your strategy.

• Evaluate the concluding result.

• Let the outcomes influence future policy.

(Anne Gregory. Public Relations in Practice. – Kogan Page, 2001. – P. 87-108)