BECOMING A PUBLIC AFFAIRS SPECIALIST

Public affairs practitioners often work: 'in house' for a company, trade association or charity; as an advisor for a political consultancy working with a number of clients or as a freelancer; for a trade union, a political or issue based organisation; or for a government agency or in local government.

Public affairs practitioners can be tasked with a wide range of activities. Some may specialise in media relations, campaign management, local government or ‘Parliamentary Bills’, whilst others will work across the spectrum.

Practitioners may need to influence stakeholders on specific policy or legislation proposals, including at a local, national or International level. They will devise strategies on who to lobby and engage with, on what issues and advise at what stage in the legislative process to get involved.

It is essential that any public affairs work is based on the most up to date information and so political monitoring is essential. Practitioners at all levels will have their own daily media diet. Usually regular monitoring is conducted by more junior practitioners including checking statements and releases from Parliament, European Institutions, political parties, local government, public bodies, think tanks, pressure groups, debates, committee inquiries, the media, legislation and regulation will all be monitored regularly.

Public affairs practitioners often carry out what are seen as traditional PR activities but with a political focus because, in many cases, the media can be a significant stakeholder to the organisation. These activities include writing press releases and articles, researching, copy writing, producing annual reports and managing databases of, and building up relationships with, media contacts. Depending on the organisation, public affairs practitioners will also take part in media interviews.

Practitioners may organise events in order to provide opportunities to meet with stakeholders. Initially the relevant stakeholders will need to be identified, as will the issues that the organisation needs to bring to the attendees' attention. Practitioners  also invariably attend parliamentary committee meetings, party conferences, related seminars, conferences, Government Departmental stakeholder meetings, All-Party Parliamentary Groups and other events related to the local, national or International dimension of the subject matter.

It is essential in public affairs that practitioners are able to convey information to stakeholders in a concise, efficient and honest manner. This can be done through submissions to government consultations, answering letters from MPs/MEPs, writing internal and external briefing papers, and producing leaflets and newsletters or by holding one-to-one meetings.

Public affairs practitioners may be used to raise the profile of a company or service provider in order to increase the chances of the government becoming a client.

Public affairs practitioners need to be confident at networking and able to ‘work a room’. There are no hard and fast rules when it comes to networking. It is very much down to the skills of the individual, but these skills can be learned by anyone. Largely, it is about having the confidence to approach people and strike up conversation. One of the things that you take from one job to another is your personal and professional contacts, and in many cases these might be intermingled. It is important to build up a network of contacts within and across different sectors.

Work may include, any or all of the following:

• Contributing to the development and implementation of communications programmes.
• Assisting in the day-to-day management of client programmes and client relationships, including media monitoring, issue research and project updates.
• Serving as primary contact and lead for certain client projects.
• Building relationships and position self and firm as a strategic partner with clients, colleagues and relevant external audiences.
• Proactively developing compelling story angles and pitch and secure media placements; coordinate interviews.
• Consistently produce high quality internal and external communications content, including traditional media correspondence, letters to the editor, strategy memos and plans, as well as writing for social media and the web.
• Conduct strategic research to support advocacy and executive support efforts of client.
• Develop client proposals and media materials in collaboration with client leads, including plans, presentations, reports, communications documents.
• Assist leadership with development of new business proposals and presentations.
• Contribute strategic and creative program ideas for client campaigns.

Qualifications:

• Understanding of and experience working with traditional news media, with demonstrated skill at pitching and placing stories in a variety of media outlets.
• Understanding of and experience working with digital media outlets including social networking sites and bloggers.
• Ability to write clearly and concisely on short deadlines while varying writing styles to target audiences. Experience drafting content for clients, including internal memos, press releases, op-eds and blog posts.
• Strong organizational skills and attention to detail.
• Ability to recommend, initiate work and projects with minimal direction.
• Energetic, self-starter and resourceful problem solver – gets things moving and keeps them on track.
• Good interpersonal skills, works effectively in a team environment, can negotiate approvals diplomatically, and maintain composure and quality under constant deadline pressure.
• Ability to illustrate a results-focused approach and commitment to going the extra mile for clients. Experience working directly with clients using appropriate verbal and written communications skills
• A collaborative team member, with the ability to meet deadlines while managing and prioritizing multiple projects simultaneously.