Public Affairs ≠ Lobbying

These are the kinds of comments and questions Public Affairs professionals often hear when asked what they actually do. The truth is, Public Affairs is neither a synonym for lobbying nor a blend of lobbying and Public Relations. So, what is it? Let’s break it down.

What is Public Affairs?

Public Affairs is an umbrella term encompassing all activities a company undertakes to influence the political landscape in its favor. Think of it as the “foreign policy” of an organization—strategic external engagement that goes beyond traditional political or corporate communication.

At its core, Public Affairs involves the strategic collection, analysis, and dissemination of information through various channels. This can include direct engagement with policymakers or indirect influence via media and opinion leaders. It employs tools like scientific analysis, issue management, and political consulting alongside more traditional lobbying. The goals are clear: fostering information exchange, improving the political and economic environment, and mitigating potential negative impacts from government policies.

Public Affairs work includes a range of tasks, such as:

• Strategic Advisory Services: Developing long-term political strategies tailored to a client’s interests.
• Stakeholder Management: Building and maintaining relationships with key stakeholders, including policymakers, public administration, NGOs, and social partners, as well as participating in relevant events.
• Positioning: Crafting position papers, parliamentary statements, and scientific studies to effectively advocate for a client’s interests.
• Information Management: Monitoring and reporting political developments to ensure clients remain informed and ready to act.

Public Affairs as a Broader Discipline, with Lobbying as a Subset

For companies, effective Public Affairs requires a long-term strategy where the Public Affairs manager—or a specialized agency—serves as the bridge between the corporate leadership and the political arena.

These experts bring a deep understanding of legislative and regulatory processes and benefit from strong networks. Their goal is not to engage in a transactional exchange (e.g., “you give me X, I’ll give you Y”), but rather to create a dialogue where mutual information exchange influences political outcomes. Lobbyists identify key contacts, track political processes, and report back to their clients. Public Affairs managers, on the other hand, integrate executives, PR, and marketing teams into their strategy, delegating tasks as needed to align efforts effectively.

The Future of Public Affairs: Strategic and Transparent Lobbying

While strategic, coordinated information exchange in political lobbying is both legitimate and necessary, so-called “backroom deals” are not. Such practices have long tarnished the image of lobbying. At communication matters, we believe modern lobbying can only succeed when built on a robust, transparent Public Affairs strategy. That’s why we adhere to the Austrian Public Affairs Association’s Code of Conduct and reject unethical practices.

Public Affairs can also be understood as “multi-voice lobbying.” This approach brings together diverse partners to coordinate efforts and mobilize broader support for shared goals. Each stakeholder contributes their unique networks, resources, and expertise, creating a unified front. This method is becoming increasingly important as political decision-making grows more complex and challenging to navigate alone. Multi-voice lobbying enables organizations to achieve greater impact through internal collaboration (across departments) and external alliances (with trade associations or even competitors).

Getting Started with Public Affairs

If you’re looking to launch or optimize Public Affairs efforts in your organization, try our free tool, the Public Affairs Check. You can also reach out to us at [email protected] to schedule a no-obligation initial consultation.