Public Affairs Is Critical to Your Business

Las Vegas-March 9, 2009-By: Elizabeth Trosper

With a full blown recession, a new government and new wave of communication comprised of all forms of social media, our world as we knew it has changed forever. With this new environment your business is at risk for new taxes, regulations and legislation. What do you do?

Lobbyists today say media relations, grass-roots organization and committee presentation has more impact on policy making than it ever has in the past. Gone are the days where a personal relationship with a lawmaker is all you need. Now you have to answer to the lawmaker, his constituents, the media and other stakeholders. Today’s succeeding businesses recognize and utilize the tools for tomorrow’s strategy which now includes Public Affairs.

Some sectors of our economy are still open for business and continue to report steady sales and profit while continuing to hire during the downturn. What these businesses have in common is a communications plan that includes Public Affairs. A good example is the Insurance industry which formed an activist army ahead of the approaching health care reform storm, a nationwide education campaign aimed at raising an army of at least 100,000 strong. The massive outreach is an attempt to drive debate in a political climate that has had the industry on the defensive since Democrats took control of Congress. State advocacy on federal issues has already started with the formation of the Nevada Western Alliance and the Nevada Energy Forum.

Public Affairs is the power of advocacy through media, community outreach and social networks. It is the monitoring of government agencies and both internal and external publics who are informed on issues that may affect your business. With both local and national governments who have undergone dramatic change, business groups must work to get acquainted with new administrations and defend their industries from harmful regulations.

President Obama has set the bar on his promise to deliver a transparent government. With his campaign example we anticipate all stakeholders; specifically the constituents identified in a communications campaign will expect the same level of transparency when receiving a message. With 24-hour news cycles, blogs and other independent media, the challenge is to define yourself before your opponents or their allies define you. You cannot afford to not have it right the first time.

It is a good time to be in public policy or to be a communications professional.
 

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