FPRA - Florida Public Relations Association Blog

George Washington compared government to fire, saying “it is a dangerous servant and a fearful master.” While I think this analogy is a bit harsh, it is somewhat valid. Government touches everything. This is especially true for business. Whether you are a real-estate developer, a utility provider, a non-profit organization, a restaurant chain, an engineering firm or Wal-Mart, government can have a significant impact, both positive and negative, on your success. At all levels of government (federal, state, local and quasi), laws and regulations, and their interpretation and application, can impede or promote your mission. Successful companies recognize the importance of Public Affairs.

Public Affairs is the business function of proactively (and at times reactively) managing relationships with government organizations to maximize the opportunities and minimize the threats government can pose. How effective you are in managing these relationships will determine whether the outcome is positive or negative.

The following ten rules of Public Affairs can help you deal with the impact of government on your business. By adhering to these rules, you can increase your effectiveness in managing government relations.

1. Scan ahead, plan ahead
Think Cuba. Someday, Fidel Castro will die. That’s not exactly a bold prediction, but it is an important issue. For Florida in particular, his death could present significant opportunities and threats across various industries. We all know it will happen, the next step is to plan accordingly now and not wait until it does. What are the “Cubas” facing your industry? Anticipating these issues before they occur will allow you to better manage them. Think Cuba.

2. Research, research, and research some more
When you determine, through issue scanning, that a particular public policy debate/discussion/decision has the potential to impact your business, do your homework. Know your facts and learn everything you can about the issue. And know your audiences as well. These include elected officials, government staff, influencers and opposition. What’s important to them? By getting your arms around an issue, you can better anticipate its course and more effectively manage its outcome.

3. Positioning is everything
In basketball, the best rebounders are not necessarily the tallest players or the strongest players. The players who get the most rebounds are those who have a feel for where the ball is going to be, and making sure they get in position to be there when the ball drops. Public Affairs is like rebounding. The key is to be in the right place at the right time. In Public Affairs, positioning is everything.

4. Relationships are everything, too
Sooner or later, the time will come when you need something from an elected official or a government staffer. That is not the best time to say: “Hello, my name is Bob…”
Developing and managing relationships is a proactive process. The key is to foresee (vision) the relationships with key individuals (strategic) that you may need to lean upon in the future, and then taking the necessary steps to developing relationships with them. This strategic vision is imperative to ensuring that those relationships are already in place, sooner rather than later.

5. Develop the bench
Today’s community activist is tomorrow’s elected official. Get to know them now, before everyone else does. If you practice rules #1-4 effectively, you’ll know who these people are. Building relationships early with them will result in stronger relationships when they ascend to positions of authority.

6. Influence the influencers
In any policy decision, there are key individuals and groups who influence the decision-makers. These influencers include media (reporters and editorial writers), constituents, special interest groups and various opinion leaders in the community. By gaining the support of these individuals and groups, you can help influence the outcome of a policy decision so that it favors (or at least does not hurt) your company. Coalition building is a powerful strategy in Public Affairs practice.

7. Don’t underestimate anyone
The best lobbying advice I ever received was to be nice to receptionists. That practice has paid off many times when I needed an appointment on short notice. Never underestimate the influence staff has on policy decisions. This includes professional staff and administrative staff. They all have some level of influence. Recognize it and respect it.

8. Tactics abound, use them
There are many channels through which to communicate your position on an issue, including face-to-face meetings, media relations, special events, newsletters, websites, blogs, and speaking engagements. Use whichever channels are appropriate to communicate and listen to your target audience. But in addition to using these tactics to communicate, use them to express your appreciation to policy makers. Not to be confused with the five P’s of marketing, remember the 4 P’s of Public Affairs: politicians ‘ppreciate positive publicity.

9. Check your politics at the door
Public Affairs is not synonymous with politics. Certainly, some in the Public Affairs field owe their success to politics, but this approach is not sustainable for your client/employer. I’m not saying you should be apolitical as an individual. As a private citizen, I am very political. However, I am preaching a separation of party affiliation from your professional practice. It is a thin line to walk, but crossing that line can backfire when the next administration takes office. Sure, you may be on to your next job in the next state by then, but what about your client?

10. Don’t quit, never give up
There are two aspects to this rule. First, never quit on an issue. You should believe in your mission and stick to it. Sometimes the key to success is outlasting the competition. The second part of the rule is never give up on what you value. You should know what it is important to you and your client and stick to your guns. Your target audience may come and go, but there should never be term limits on your integrity.

The important thing to know about these ten rules is they are an ongoing process. This is not as simple as a targeted advertising campaign to boost fourth quarter sales. Public Affairs is a dynamic practice and requires constant management. The potential return on this effort, though, is high. And so too is the potential harm if the investment is not made. The stakes are too high not to be proactive.

And since I opened with a quote from a former President, likewise I'll close, this time with the wisdom of Abraham Lincoln:

"With public sentiment, nothing can fail; without it nothing can succeed. Consequently he who moulds public sentiment, goes deeper than he who enacts statutes or pronounces decisions. He makes statutes and decisions possible or impossible to be executed."

--
Bob O'Malley, APR is managing director of the Orlando office of Ron Sachs Communications, a Tallahassee-based public relations firm specializing in public affairs, issues management, media relations, crisis communications and organizational and cause marketing. Bob is a Past President of the Orlando Chapter of FPRA.