Public Affairs may be the word used to describe the relationship of an organization with its stakeholders. The stakeholders may be defined as the persons or organizations with an interest in the organization, whether they are politicians, employees, clients, shareholders, the media, businesses, or unions, among many others.
The professional’s job is to engage stakeholders with the organization’s policies and its point of view regarding public policy topics. Another role will be providing factual and statistical information about subjects that impact the organization and lobbying on those subjects.
Public affairs is a combination of governmental relationships, communication with the media, theme and subject management, corporate and social responsibility, information dissemination, and Strategic Communication Consultancy.
The goal of Public Affairs is to influence public policy, construct and maintain a solid reputation, and find common ground with stakeholders. Public Affairs also aims to shape public opinion and public decisions to support its clients interests.
Even though Public Affairs is often confused with Public Relations by a lot of people, who sometimes also think they are the same, they are two different concepts with different goals and clear differences. The distinction between these two concepts may be decisive for an organization’s efficiency. Both of them are important in stakeholder relationship management and organizational strategy implementation, but the goals and ways to perform are quite different.
Public Affairs are more appropriate for direct relationships with the public, for instance, within legislation or public administration. The messages tend to be less commercial. As for Public Relations, the best fit is the relationship between the organization and its audience. They may even be regarded as an extension of the marketing department.
Both objectives are to create lasting and trustworthy relationships between the organization and its stakeholders. Before choosing between Public Affairs and Public relations it’s important to think about the organization, its audience, what to transmit, and how.
Public Relations Portugal actions regarding Public Affairs aim to manage the relationship between an organization and its stakeholders. Explaining the organization’s vision and policies regarding a set of themes that define its activities and the actions that have an impact on the way it leads its operations and the development of its sector.