Effective, ethical public affairs

In July 2023, the UK Government published its long-awaited recommendations for tightening lobbying rules, which include requiring Government departments and senior civil servants to declare more detailed and regular information on lobbying via a single platform.

In the absence of legislation, businesses must self-regulate their approach to lobbying. This means creating robust public affairs strategies for stakeholder outreach that are attentive to the ethical frameworks that do exist.

Given this public scrutiny of lobbyists, how can businesses plan effective public affairs campaigns?

DB: “First, think about how the influence strategy ties in with the company’s business strategy, and how it will meet the firm’s long-term goals. Also, proactivity is key. In politics, there are many external events to navigate — elections and reshuffles are practically the norm these days!

How can businesses start running transparent, effective public affairs campaigns?

DB: “First, they should ask themselves whether they have the in-house expertise to do it. Yes, some firms have large communications teams, but this doesn’t mean public affairs will be easy, especially if comms staff lack lobbying experience.

“If lobbying experience is lacking, work with a public affairs agency that lives and breathes stakeholder outreach — and who knows what information they must submit to public registers. It’s not just lobbying experience, choose a public affairs partner that understands the industry and the regulatory landscape.

“Finally, look for a partner that offers a holistic public affairs service — covering everything from stakeholder analysis and communications strategy planning to media outreach. This will help companies generate noise around their campaigns, boost journalistic relations and increase the chance of capturing politicians’ interest.”

To read the full article, head to the Stone Junction website.