Track, Engage and Organize External Business Processes
Public affairs include all efforts made by organizations to track, engage and organize their external business processes. Interdisciplinary in nature, it combines strategies from industries ranging from government, communication, and social responsibility. The public affairs function of an organization aims to influence public policy, build and maintain strong relationships with legislators, and engage with and monitor stakeholders.. It is imperative to ensure the client’s interests aren’t left behind. Thus, it’s PRP provides a strong public affairs strategy. This broader and more inclusive approach to influencing strategies recognises the complexity of the international environment, providing clear benefits.
PRP employs this approach to build direct relationships with our client’s target audience. We understand that the question of which individual owns the relationship becomes irrelevant, as relationship owns relationship. In this way, organisations can move from the business of selling relationships into the business of constructing sustainable relationships. The process might be longer, but the benefits are far stronger.
Traditionally, influencing strategies were executed by lobbyists and public affairs professionals. The most important asset of a good lobbyist was his/her list of people on speed dial in their phone. Bluntly speaking, it was a business of trading relationships. But now, decision-making processes are influenced by a multitude of actors, so it is impossible to know “everyone that matters” in any given subject. In fact, effective influencing strategies now have to start with identification of those who can actually impact decision making. And effective identification requires looking at both prominence and relevance of an individual.
While prominence comes from personality and level of activity, relevance is still rooted in a social capital. PRP first identifies who influences whom. The traditional distinctions between stakeholders, decision-makers and consumers are not always so distinct. Often, non-traditional actors have stronger leverage on decision-making than well-established institutional ones.
PRP focus on starts with two foundational tactics. First, we share the client’s economic impact with legislators and then we engage their stakeholders. In the execution of an advocacy strategy, PRP thinks about the “campaign approach”. Advocacy is a permanent campaign. Thus, our target is always focussed on grassroots campaigns and activism. The ability to succeed in work for corporations, trade associations, and non-profits revolves around policy at the federal, state, and local levels. The campaign approach provides clear benefits.
PRP pivots the way organizations approach their public affairs strategy. We leverage social media platforms like Twitter and Facebook as a public forum for impacting how policymakers discuss the issues that our clients care about. To achieve this, we ensure that information can easily be assimilated by the audience. It is important to not overwhelm the audience and not saturate the communication channels, while at the same ensuring that the target audience is influenced as per predefined objectives.
PRP focuses on influencing the influencers. Once we identify who is influential for our client’s goals, and how influential they are, the next step is to understand where these actors “are” in terms of their knowledge, opinions and beliefs. Using customer sentiment analysis, PRP combines it with opinion research to help facilitate this task. This helps to identify those whose opinions are so strong that they are unlikely to change, even though a concerted advocacy effort. This understanding provides the basis our clients need for the development of an advocacy strategy.PRP integrates effective advocacy strategies that require a 360° view of communications channels, starting with personal meetings and ending with social media. We understand that it is absolutely not enough just to speak with people any more. Changing minds means a broader effort. This provides a concrete structure, cross-channel focus, creativity, edge and unwavering movement towards the desired outcome. This is crucial as the clear and correct definition of the desired outcome (the “so what” of the campaign) determine the success of the PRP efforts.