Effective public affairs

1. The more confrontational the opposing sides are on an issue, the more difficult that issue becomes to handle effectively. So the headlines mount, and reputations become enhanced or damaged as the best-laid plans for the organization or the issue in question come under pressure.

2. Public affairs is not an exact science. But there are common approaches to consider in the public affairs process when looking to governments at central and local level for support.

3. Support will not be forthcoming without knowledge. Knowledge is derived from information via research and campaign planning.

4. Such knowledge will also need to be communicated, shared, debated and agreed upon if that essential ingredient to aid success – consensus – is to be achieved among the parties involved.

5. Some would call that effective public relations. Others would prefer to define it as public affairs.

6. Whichever description applies, ensuring your organization’s or client’s philosophy is enshrined in government and others’ thinking is a crucial component of any organization’s success. It is this ability to understand and influence opinion which determines it.