“Gard Talks” is an informative video series designed to share our expertise and experience with audiences. In this episode, Chelsea Punian, Director of Public Relations and Public Affairs, explains the main elements of a Public Affairs strategy, how to evaluate its impact, and she discusses recent developments in the field.
What is the difference between Public Relations and Public Affairs? Generally, they are two sides of the same coin. Public Relations is all about connecting with the audience, the general public and is used whenever you want to share important information about a client. On the other hand, public affairs tends to serve clients who prefer staying out of the limelight, such as government agencies and local or state officials. There’s almost always a way to incorporate public affairs into a campaign, even for events like store openings, which might raise concerns from neighbors or the community. While it might not be the main focus of every campaign, addressing public affairs issues is important, and having a team that’s skilled in both PR and PA can really make a positive difference.
How does an organization know they might need public affairs help? What are some key components of a public affairs campaign? If someone feels they might need PA help, it’s often a good idea to seek it. Every decision that involves regulation or policy should be supported by a public affairs strategy and strategic communications plans should include activities like community engagement or coalition building. A successful public affairs campaign usually involves reaching out to the public to encourage them to attend hearings or provide testimony. It’s also helpful to focus on community engagement by identifying key stakeholders early on and maintaining regular contact with them. When speaking with an elected official, teaming up with partners who share your goals or mission can strengthen your support when discussing a policy.