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Specialists in Public Affairs, Government Relations & Political Consultancy |
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Lagan Consulting has a growing public affairs consulting practice. Here we set out why we think organisations should engage in public affairs activity, what the basic elements are and how we believe can help... Why engage in public affairs activity?Dealing with government in all its forms is now an important function at the top of any organisation. Whether business, public body or voluntary organisation, government is a key stakeholder in the future of just about every organisation in Northern Ireland. Government relationships therefore should be managed pro-actively in the same way other key relationships such as those with clients/customers/suppliers/general public are managed professionally. Public affairs: Different from public relationsPublic relations is very much focused on the wider media whereas public affairs tends to be focused on government policy, the legislative process and executive decision making. It is extended to include those who have a secondary influence on policy (key influencers). It is also essentially about managing an organisation’s profile and reputation with elected representatives and policy makers. Public affairs activity can include a number of elements in a range of combinations depending on the context, including, monitoring, media relations, lobbying, strategic issues management, campaigning, crisis management and events. It also impinges on the growing area of Corporate Social Responsibility (CSR) and can have significant implications for internal communications. Taking a strategic approachFor some, taking a strategic approach to communications implies establishing centralised control of the message and the interface. For Lagan Consulting strategic communications is much more than ensuring a consistency of approach across communications interfaces (i.e. ensuring the timeliness and accuracy of information exchange through media releases, briefings events, website etc.). A strategic approach involves aligning messages and audiences against medium-term targets. This suggests moving audience perceptions/mindsets from where they are now, to a place where the client wants them to be. It is a medium or long-term process but is impactful and measurable all the way along. At Lagan we will challenge clients and where necessary recommend departures from established thinking. Sometimes the best strategic input can be advice from an external perspective.
There are a number of key elements in the public affairs mix. Lagan Consulting personnel have considerable experience in all of these areas but are particularly strong in bringing a strategic as well as operational perspective to the work. We can also help with all related aspects of internal communications. Communications strategyMany organisations take a reactive approach to communicating with their main stakeholders. Lagan Consulting has developed a structured approach to pro-actively managing communication with key stakeholders. This involves working with senior management to determine key stakeholders and what issues matter to them and then determining a strategy to manage these relationships - improving them in the short-term and developing real depth over a longer time period. Lagan Consulting has worked with a range of organisations on developing and implementing an effective communications strategy. MonitoringIt is important to monitor change in the legislative/regulatory environment as well as actual ‘news’ developments. Large organisations usually have the resources to do this for themselves, but often choose to outsource this service to focused professionals. Monitoring is important: It can be embarrassing and ultimately expensive to be unaware of significant recent developments. Media relationsActive media relations is an essential part of the communications mix, where a wider audience is involved. The media, electronic and print, responds well to professional interactions that are conscious of newsworthiness, deadlines and public interest. Equally, media relations can turn negative where basic communications values have been neglected. LobbyingPut simply, lobbying is exercising the ability to reach the key people, formally and informally, with the right message in the right timeframe. This is about effective and meaningful communication at a senior level, not just cursory exchanges leading to ticking-off names on a list! Strategic issues managementOrganisations face and manage myriad issues in their day-to-day operations. However, there are some issues, strategic issues, where failure to manage the issue can seriously damage the ability of an organisation to meets its objectives. Therefore, these issues need to be identified, clarified and acted upon, including the ‘slow-burners’. Strategic Issues Management can be thought of as the opposite of ‘fire-fighting’. Policy campaigningCampaigning involves understanding the particular policy environment and then refining a characterisation of what needs to be done. Armed with the argument it is then possible to campaign across all relevant fronts. This may or may not include intensive media activity, events, alliances, CSR initiatives etc., but will certainly include intelligent engagement with policy-makers, current and prospective. Crisis managementUnder the intense pressure of an organisational crisis, management can lose a grip on the quality of its communications. Even though the crisis may be relatively short-lived the damage done by poor communication can be long-term. There is a professional way to manage a crisis based on the facts and timing and honest hard work. And it is always worth it in the end. EventsEvents like other communications forms can be used to help advance an agenda. A seminar or conference can draw attention to an issue, attract allies to the cause and create a media opportunity. The same is true of the launch of a publication or the findings of specially commissioned research etc. It is important though that the events are professional - bring the right people together - and feed out the right message.
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Public Affairs Consulting Practice
