By Natanael Bloch, Thrive PR
In the communications world, we often divide our content calendar into two categories: the one clients want to share because it is impactful for their brand, business and purpose (e.g. major announcement, leadership appointment, financial release, etc.) and content that is defined by the political calendar. The Federal Budget was a topical example.
As comms professionals, we have a responsibility to understand how transformative change will impact our clients.
When it comes to the Federal Budget handed down last week, many organisations and companies want to be heard and participate in the mediatic music the media will create in the days following its release.
So how should PR practitioners manage clients’ expectations to leverage results and wins following one of the biggest political moments of the year?
Stepping into the public affairs space
The term “public affairs” is generally used to describe an organisation’s relationship with stakeholders. Public affairs are more political in nature, related to lobbying decision-makers and influencing decisions, while public relations tend to have a more story-telling focus to showcase results once the decisions have been made.
Public affairs professionals disseminate information to stakeholders with the goal of influencing public policy and building support for the organisation’s agenda. Public relations is the deliberate, planned and sustained effort to establish mutual understanding between an organisation and its publics, as defined by the Public Relations Institute of Australia (PRIA).
Usually, PR and communication professionals do not step into the public affairs space. They do what we call “passive public affairs”. In lieu of the remit to influence policy, skilled PR professionals monitor the impact political decisions and policy work has on their clients to seek impactful storytelling opportunities based on them.
PR and public affairs must work collaboratively, and as communications professionals, we have a responsibility to be able to interpret messages from public stakeholders and policymakers for the benefit of our clients and community.
Consultants need to be intuitively tuned into their client’s industry and purpose to be able to develop laser-sharp strategies that will deliver meaningful impact or sentiment. When done effectively, we create opportunities for public debate and establish lasting relationships with policymakers and opinion leaders, which is a skill set all clients are looking for.
Reinforcing and “reverting” relationships with key media
The budget release should be considered as a key moment to re-think agencies’ relationships with media. Regular media-seeding and newsjacking opportunities have to be built all along the year.
If the relationship is strong and the foundations have been laid year-round, media will come to agencies for comment and not the other way around – journalists will know you “own” this space.
Indeed, communication and PR professionals shouldn’t expect anything in terms of corporate and brand awareness for their clients around the budget if the work has not been done on a regular basis.
Building relationships with media continuously throughout the year is essential for obtaining coverage during a saturated time such as the Budget.
As PR and communications professionals, it is time to stand up proudly to gain the visibility we deserve with policy-makers, public stakeholders and institutional leaders for the benefit of our clients and communities.