Technology and Whizbang Can Help, But a Well-Made Argument Seals the Deal
Public affairs today can include gamification, A/B testing for email headings and stakeholder mapping. However, none of that can replace or substitute for a good argument.
In public affairs, tactics are important; convincing arguments are better. You can wield a solid ground game and possess whizbang research but still lose the battle because your argument isn’t persuasive.
The rigor of public affairs centers on shaping a compelling argument that is accurate, defensible and better than an opponent’s argument. That involves understanding the audience you need to convince – and knowing an opponent’s argument as well as your own. This requires what strategists call logical rigor.
Savvy clients hire experienced public affairs professionals because they know who to speak with and how to convince them. Experienced professionals also know expensive diversions of focus on gimmicks waste time, resources and opportunity.
Top-gun public affairs professionals do more than lobby. They offer advice to clients based on a deep understanding of how government works and public policy is decided. They have solid interpersonal communication skills and are comfortable working with the news media. They are strategic thinkers who anticipate how issues and the politics surrounding them evolve. They can hold their temper and handle tough situations with tact.
One of the most revealing tests of public affairs professionalism is whether a lobbyist or adviser can make an opponent’s case as well or better than their opponent. Sometimes public officials and business executives use this technique to test the integrity of a public affairs pro.
Another important test of public affairs integrity is ensuring arguments are truthful and ethical. Knowledge and skill must be married to integrity.
Winning After Losing
Experienced public affairs professionals don’t always win. The other side employs them, too. The mature view in public affairs is to see a loss as a future opportunity.
Don’t get mad. Don’t get even. Respect the loss and make the best argument next time.
Public Affairs and Technology Tools
Technology tools can assist public affairs professionals prepare. Polling data and marketing information can be useful to bolster an argument or blunt an opposing viewpoint. Artificial intelligence can plow through mounds of background material to find useful back-up for an argument. But data, marketing and research aren’t substitutes for the insights that come from experience.
Grasstop advocacy can be a way to show strong support for a position. But a bushel of postcards or a flood of emails may only signal to an officeholder that an organized campaign is afoot. An experienced public affairs professional could be successful by asking a friendly constituent and campaign donor to write a personal letter making key arguments. Gimmicks without substance have less chance of success than well-timed, informative conversations.
Pursuing a Public Affairs Career
It’s not uncommon to read a LinkedIn post by an aspiring public affairs professional seeking advice on how to prepare for the career, get a job or attract a client. It’s smart to pursue employment with a public affairs firm headed by experienced professionals who are comfortable with coaching and working with younger staff members.
There is no better classroom than watching a public affairs professional work their magic by displaying a deep understanding of the officials they are lobbying and employing arguments that connect with those officials. It’s equally instructive observing them attempting to persuade officials who have an opposing position.
They understand making a powerful, persuasive argument is the reason they were hired. Finding and honing that argument is the central mission for a lobbyist and their team.
Public affairs professionals can be lawyers, former elected officials or even celebrities. One of the best patches to look for a competent lobbyist are aides who work on policy. On many issues, they are the people who recommend how an officeholder should vote on an issue in ways consistent with their political viewpoint and consonant with the communities they represent.
Legislative staffers need to weigh arguments from both sides and recommend what they believe is the best argument for a policy. They need to understand the political context and consequences. That’s the exact skill a public affairs professional needs.
The men and women who staff legislative offices are usually good at networking and building contacts, which also is a trait of successful lobbyists.
Public Affairs Roles
Some of the best work performed by public affairs professionals is giving advice to clients that helps avoid litigation or legislation. Some clients require their lobbyists to make their case to them before presenting it public officials or the general public to ensure the key argument is persuasive and defensible.
Public affairs spans more than just lobbying to include issue management, reputation management, risk management, public policy research, stakeholder outreach, media relations and public awareness campaigns. Work can include conducting background research, managing events and communicating with stakeholders.
Some public affairs professionals specialize on issues or industries like healthcare or energy, which requires technical knowledge and direct experience.
What Is Gamification Advocacy?
Public affairs gamification gives rewards such as points, badges or prizes to supporters to incentivize sustained advocacy.
A/B testing is used to assess different approaches to encourage supporter advocacy or event attendance.
Stakeholder mapping involves matching supporters, issues and government officials in a matrix that can inform outreach efforts.
