What’s Your Public
Affairs Workflow?
Public affairs is a complex and dynamic function. The political, policy, and stakeholder landscape changes constantly, with new trends emerging and unexpected events occur sending you off balance. Internal changes, such as new products, shifting corporate priorities, or changes in leadership, can also add to the complexity.
In response to these challenges, I have developed the Public Affairs Workflow—a flexible framework designed to help organisations manage, align, and execute their public affairs strategy effectively. This approach is based on my knowledge, experiences in public affairs, and my work with collaborating clients. Through these roles, I have learned how to address complex challenges and navigate fast-changing environments.
This framework isn’t just a one-size-fits-all solution; it is a starting point for organisations to define what they need in place to be successful, adaptable, and deliver measurable impact. Below I set out four core components of the Public Affairs Workflow that I believe make up the foundation of effective public affairs strategy and management.
1. Strategy Development, Alignment, & Understanding the External Environment
Organisations need a clear public affairs strategy that aligns with corporate and business goals. The strategy must be rooted in an in-depth understanding of the policy, political, regulatory, and stakeholder landscape.
By mapping risks and opportunities early on, public affairs teams can proactively respond to external developments and ensure their internal stakeholders are prepared. When internal teams are aligned on a unified strategy, the organisation can engage more effectively with external stakeholders, ensuring a consistent message and strong influence.
Why it Matters: Alignment ensures that public affairs efforts contribute directly to the company’s overall goals. Understanding the external environment means your team can navigate political and policy shifts confidently and maintain influence where it matters most.
3. Agile Implementation & Stakeholder Engagement
Public affairs initiatives need to be adaptable and agile. By applying agile project management techniques, teams can implement strategies flexibly, incorporating feedback loops and iterative planning cycles to adjust to changing circumstances.
Stakeholder engagement should be carefully planned and executed, with messaging tailored to the audience and designed to build long-term trust. Scenario planning can also help teams anticipate and mitigate risks, allowing for a proactive approach to stakeholder management.
Why it Matters: Being agile means being prepared for the unexpected. Public affairs teams that can pivot quickly and adapt to new information or shifts in the external environment will be better equipped to deliver meaningful impact and strengthen stakeholder relationships.
2. Capabilities Development & Change Management
Cross-functional collaboration is critical to ensure public affairs teams can work seamlessly with legal, sustainability, communications, and other key departments. Change management processes will support the smooth adoption of new strategies and ensure that teams stay aligned and adaptable.
To succeed, organisations must develop the internal capabilities to execute their public affairs strategies. This includes conducting assessments of readiness, building capacity through tailored training programmes, and embedding these skills into the organisation.
Why it Matters: Without the right capabilities, public affairs teams struggle to demonstrate value and navigate the complexities of their role. Building a culture of continuous improvement and collaboration will enable your team to operate more efficiently and respond to challenges more effectively.
4. Continuous Improvement, Measuring Outcomes, & Reporting
Measuring the impact of public affairs efforts is critical to demonstrating value. A comprehensive measurement framework helps track performance, ensuring that initiatives deliver measurable benefits aligned with corporate goals.
Regular review and reporting cycles allow organisations to adjust their strategies as needed and maintain accountability. By continuously reflecting on progress and impact, public affairs teams help secure buy-in, alignment and effectively communicate the impact and outcomes they achieve.
Why it Matters: Measuring outcomes allows public affairs teams to justify their efforts, build credibility, and secure ongoing support from leadership. A strong feedback loop ensures that the team is always improving and adapting to new challenges.