The management of Public Affairs has become an indispensable part of all organizations’ strategies. In an increasingly complex context, presided over by multiple uncertainties, exponential changes and permanent disruptions caused by technological change, organizations, whatever their vision and mission, must have a powerful Public Affairs department with which to draw strategic maps in the short, medium and long term.
Traditionally it has been considered that this policy of the organization was almost exclusively linked to lobbying tasks in order to have influence on the set of identified stakeholders. However, the complex scenario referred to above requires a much broader vision: Public Affairs cannot, and should not, be exhausted in the traditional work of lobbying.
A Public Affairs strategy and action plan should be designed at the highest level of the organization. And it must be done by activating different levers: strategic communication, institutional relations, protocol, lobbying, CSR, reputation and any other that is considered of interest. Many organizations have departments specialized in some of these matters, but it often happens that they are not aligned and work autonomously, without an effective and efficient strategy that guides them collectively.
There is an increasing need for Public Affairs to be considered globally, either centralized in one department or in different departments that network in a coordinated manner. But it is no longer an option, it is a necessity. The success of an organization depends more and more on many intangibles that are related to the vision of our organization that the clients, the citizens, the companies with which we work, the political and social agents, and in short, the society as a whole have of our organization. If you want to generate influence, the path goes through an analysis and tools such as those described, but always ends up connecting with people and organizations, building credibility and ultimately generating trust. Without this trust there will never be a fertile and lasting influence. This increasingly affects the bottom line and set objectives.
Agustín Baeza, Public Affairs and Communication Consultant and the Asociación Española de Startups Public Affairs Manager