Digital and Public Affairs “wheel”

November 17, 2011


The activities of the Public Affairs professional in Brussels (and most other places, for that matter) can be summed up in three core activities:

  1. Gathering intelligence.
  2. Getting a message to policy-makers and influencers.
  3. Engaging with stakeholders and building relationships and coalitions.

Each of these activities can be supported online, and the purpose of the wheel is to exhibit this. It contains the three core activities at the centre, and moving out, online communications activities, and in the outer circle, the tools and tactics that support these.


  1. These could be placed in an order (1-6) starting with monitoring, through to content production, marketing and ending with community, which would in principle represent the correct way to approach most online endeavours, but it may not always be the case, plus I didn’t want to over-engineer.
  2. Yes, there’s plenty of overlap, hence the arrows. There should probably be more arrows, but again, didn’t want to over-engineer.
  3. Yes, there are far more tools and approaches, but this is specific to PA in Brussels, hardly the most advanced digitally, so this is fine for starters I think.

The wheel is by no means final, so would appreciate scathing criticism or (preferably) constructive suggestions for improvement.


5 Responses to “Digital and Public Affairs “wheel””

  1. […] Digital and the Public Affairs ‘Wheel’ 14 December 2011 Topics: Digital & Social Media · Government Relations & […]

  2. […] year, I produced the digital PA wheel, which, building from three core components of traditional Public Affairs (intelligence gathering, […]

  3. […] developed the digital public affairs wheel a couple of years ago, which does a decent job of summarising how digital can support the three […]

  4. […] few years back I developed the digital public affairs wheel, linking the three components of day-to-day PA activity (i. delivering a message to policy-makers […]

  5. […] made a couple of further tweaks to my original digital public affairs wheel, in which I linked three components of day-to-day PA (delivering a message to policy-makers and […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s