Hummingbird Communications
Public Affairs and Why It’s Important
Barbara Leatherwood CEO & Founder
April 2018
The practice of public affairs seeks to shape public opinion and, in the process, influence actions or decisions in ways that support business interests.

Today, public affairs is multidisiplinary in nature. It goes beyond product promotion and market share, combining government and media relations; brand and issue management; crisis communication; environmental and social responsibility; strategic message development, and proactive risk management through stakeholder engagement.

A stakeholder is one who demonstrates an interest in your business or related issue. They include: politicians, civil servants, customers and clients, local communities, shareholders, trade associations, think tanks, business groups, charities, unions and the media. Identifying, understanding and engaging your stakeholders is a critical step and one that must be carefully addressed.  The public affairs practitioner develops strategic integrated communication plans that engage stakeholders – whether promoting the brand, explaining an organization’s views or actions, or providing information that could impact the organization’s reputation and its ability to operate.

While many in public affairs specialize in certain industry sectors and services, a seasoned practitioner can effectively apply their expertise across sectors.

So now that you know what the practice of public affairs is, why should you care? Why do you need a public affairs professional as part of your team?

When I began my career, a few decades ago, public affairs was generally implemented in response to an issue or incident. Proactively engaging stakeholders was more common in product promotion or business growth. A new product launch, working to gain acceptance to construct or modify a manufacturing facility, or a change in zoning are examples. Back then, the needs of the business came before those of the stakeholder, or so it seemed.

Today, successful businesses manage risk proactively. As part of the project team, the public affairs professional provides a unique perspective — tracking trends, and proactively assessing stakeholders and their influencers. They offer an enterprising set of skills and services that are of value to businesses that attract publicity, whether purposeful or not, and businesses that seek to enhance their reputation and reach.

With today’s hyper social media driven society, the importance of public opinion cannot be underestimated. Mix in “fake news” and international espionage and the need for your business to be the reliable and trusted source of information becomes clear.  An experienced public affairs practitioner helps not only to identify stakeholders, but also understand their expectations, preceptions and personal agendas. Stakeholders have the ability to influence a project and shape the outcome. A vital requirement for succesful project management requires accurate stakeholder identification, engagement, message development and execution.

A public affairs professional that provides ethical, effective, expertise can help to make the difference and drive intended outcomes.  We welcome you to call Hummingbird Communications at 703-231-1313 to discuss your business needs.