Amidst my rambling on a recent webinar for the Public Affairs Council, I was asked how PA practitioners in Brussels should handle diverse communications disciplines. The premise is that policy-making is often dictated by external events. This makes lobbying less effective than it might have been in the past as a stand-alone tactic to influence policy. In other words, good behaviour and high levels of trust, transmitted via brand and corporate communications, can play as much of a role, if not more, than lobbying.
Having thought further about it since then (and wanting to purge the memory of my rubbish answer) here are some thoughts on the matter.
Easy, in principle (not in reality): structure and access to different skill-sets. Within organisations, the public affairs function should not be in its own silo (or sit with legal). It should integrate with other communications disciplines, from internal through to corporate and marketing. All of these should apply a unified strategy and a somewhat integrated programme, with each making use of skill-sets prevalent in other teams.
I do appreciate this is unrealistic in most organisations: structures and cultures are entrenched, and individual disciplines usually do pretty OK as it is. Given this, public affairs departments that appreciate they may need a bit of the other stuff frequently attempt one of two short-cuts (or both). They hire a specialist (or two) or seek to transform PA practitioners into communications generalists.
I’ve been guilty of endorsing both in the past, but no longer do so. Hiring one or two specialists is not enough as culture and structure remain the same. Their impact will just be cosmetic at most and their hire does not represent a true statement of intent. Turning specialist practitioners into generalists is worse. It dilutes their expert knowledge when communications requires more specialisation, not less. There is room for generalists, but they should be experienced and very talented.
In short: do it properly (i.e. full scale integration with subsequent access to multiple people and skill-sets) and don’t bother with quick fixes until you can; government relations-centric public affairs done properly and in the right conditions remains effective.