{"id":2473908,"date":"2021-10-04T17:07:39","date_gmt":"2021-10-04T17:07:39","guid":{"rendered":"https:\/\/prgn.cullencommunications.ie\/?p=2473908"},"modified":"2021-10-29T13:32:37","modified_gmt":"2021-10-29T13:32:37","slug":"how-to-launch-a-public-affairs-campaign-if-your-brand-has-never-done-it-before","status":"publish","type":"post","link":"https:\/\/prgn.cullencommunications.ie\/es_es\/pr-tips-trends\/how-to-launch-a-public-affairs-campaign-if-your-brand-has-never-done-it-before\/","title":{"rendered":"How to Launch a Public Affairs Campaign If Your Brand Has Never Done It Before"},"content":{"rendered":"

There\u2019s a saying that there are two things you shouldn\u2019t talk about at parties: religion and politics. That\u2019s because talking about either one is liable to get you into hot water with people who might otherwise be your best friends.\u00a0<\/span><\/p>\n

Similarly, the decision for a brand to engage in a public affairs campaign\u2014a political communications campaign\u2014violates the spirit of this unwritten rule. It is a decision to publicly advocate for a particular position that–more often than not–ends up being controversial.\u00a0<\/span><\/p>\n

That doesn\u2019t mean brands should shrink from a potential fight over a partisan issue. Quite the contrary. More and more, companies are compelled to take a stand on contentious issues that are morally, ethically and\/ or economically vital to their leaders, their employees, their customers and their investors, among other stakeholders. On the flip side, failing to step forward can damage reputation even more, leaving an opening for competitors who are willing to speak publicly and with greater conviction.<\/p>\n

Once a brand is ready to engage in a public affairs campaign, there are steps that can be taken to minimize risk and maximize success.<\/p>\n

Write an \u201cAir Cover\u201d Plan<\/strong><\/p>\n

To begin, like any communications campaign, a well-thought-out strategy is crucial. And a strategy begins by clearly understanding the goal. In public affairs, the hoped-for outcome is generally the passage of a new law, or regulation, or government policy. Or the prevention of an adverse law, regulation or policy. But, that\u2019s a government relations goal–the goal of the lobbyist.<\/a> The goal of a public affairs program is to create an environment conducive to those political ends. If lobbying supplies the ground troops to storm a beachhead, public affairs provides \u201cair cover\u201d through the modern media and third-party influencers. Mapping out a media and social media strategy that will be persuasive and influential is a foundational part of a public affairs campaign.<\/p>\n

Find Out Who Pulls the Levers of Power<\/strong><\/p>\n

Public affairs can be scary and confusing for the uninitiated because often it means navigating a labyrinth of high-powered, well-educated, well-funded people who maintain positions of significant power. There\u2019s a sense that a lot of political deals get done in smoky backrooms, out of the light of public view. While that may occasionally be true (minus the smoke), public attention can be the most crucial aspect to ultimate success. If a legislator feels they will suffer at the ballot box from the public opinion of voters, they\u2019ll rarely choose to do anything to jeopardize their constituent\u2019s sentiments. Knowing who the political players are is key. But, understanding their motivations and who they are influenced by is equally as important. While an audience can be researched, it is even more valuable to have a guide who knows the system and where the power lies (no pun intended).<\/p>\n

Know the Code<\/strong><\/p>\n

Political communications often feel like a game of code words, with its own vocabulary. People may like \u201cdemocracy\u201d or the idea of a \u201crepublic,\u201d but vehemently dislike Democrats or Republicans, depending on their point of view. No politician on the \u201cleft\u201d nor \u201cright\u201d will ever argue for \u201craising taxes\u201d if they can avoid it, but they\u2019ll be sure to argue for \u201ccreating jobs\u201d as often as possible. The terms in vogue will change too; the problem of “climate change\u201d used to be more commonly referred to as \u201cglobal warming,\u201d until the latter term became anathema to the opposition and an insufficient description for environmentalists. Who is speaking can also determine what should be said and what is heard. For instance, some people are described as being \u201cpro-life,\u201d while their opponents consider them \u201canti-choice,” in reference to abortion. While it is important to have a position and a message, it is also important to describe the message in a way that the intended audience will hear it and be convinced.<\/p>\n

For Everything There is a Season<\/strong><\/p>\n

Politics operates in its own cycle and in its own unique timeframes. Legislative and regulatory actions often happen quickly and in a specified window such as during a session of Congress, Parliament or during an election season. Navigating the timing of public communications is important in public affairs to maximize effect and capitalize on a peak of public and media interest. The good news is that a lot of this is predictable, and campaigns can plan certain milestones that are likely to take place. Sequencing advertising, media relations, social media, press conferences and events or other public-facing activity are all be part of a smart communications plan.\u00a0<\/span><\/p>\n

Unfortunately for brands interested in starting out on their first public affairs campaign, politics is different in every country, state, province, city, town and municipality around the globe. The people, the players and the personalities are different. The rules of the game are sometimes unwritten. The spoken languages are not only varied but nuanced and filled with historical context and unanticipated meanings.<\/p>\n

Wherever you go, one thing seems to be true: It is practically impossible to get a government to do anything quickly. So, it\u2019s better to start now.<\/p>","protected":false},"excerpt":{"rendered":"

There\u2019s a saying that there are two things you shouldn\u2019t talk about at parties: religion and politics. That\u2019s because talking about either one is liable to get you into hot water with people who might otherwise be your best friends.\u00a0 Similarly, the decision for a brand to engage in a public affairs campaign\u2014a political communications […]<\/p>\n","protected":false},"author":211,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","episode_type":"","audio_file":"","podmotor_file_id":"","podmotor_episode_id":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","filesize_raw":"","date_recorded":"","explicit":"","block":"","itunes_episode_number":"","itunes_title":"","itunes_season_number":"","itunes_episode_type":"","footnotes":""},"categories":[1572,1272,1544,1296],"tags":[1555,1458,1488,1785,1268,1320],"coauthors":[1872],"class_list":["post-2473908","post","type-post","status-publish","format-standard","hentry","category-corporate-communications","category-pr-tips-trends","category-public-affairs","category-public-relations","tag-corporate-reputation","tag-mark-hazlin","tag-pr-strategy","tag-public-affairs-strategy","tag-public-relations","tag-xenophon-strategies"],"acf":[],"yoast_head":"\nHot to Launch A Public Affairs Campaign - 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