PUBLIC POLICY ADVOCACY IN AN EMERGING ECONOMY

By definition, the concept of Public Policy Advocacy in an emerging economy implies the absence of regulation or the evolution of policy or regulation.

Public Policy Advocates must understand the country’s formal and informal structures. In a culture unaccustomed to Public Policy Advocacy, the first Public Policy Advocacy outreach will be very visible even if routine. An initial misstep can make a lasting impression.

Understanding formal and informal processes and influences on relevant policymaking in an emerging economy may start from scratch and will involve much independent work. It often is complicated by the initial challenge of identifying trustworthy and credible sources of information about who and what matters in that process.

Information on formal processes is always available, but may bear little relationship to actual practices. Resources range from a country’s diplomatic representation to government websites to private business councils that exist to foster trade and commerce with other large economies.

A company can commission a study by a consultancy. Such a study may be novel in emerging economies and may require significant time and expense, and may encounter challenges of identifying decision makers in less opaque processes.

In-country, the business will be an information source. However, if the role and policies of the government are changing, the business likely will be experiencing the same uncertainty and transitions. Professional associations and their members may be a resource but may not welcome new members with the ‘inside scoop’. An association may be seeking to attract non-national companies or may resist their presence. An influential association may benefit a company but not seeking new members. If resistance is anticipated, appropriate introductions may be needed to develop the relationships with other members. Or, an association may be motivated if a company brings a common problem with a proposed solution (and resources) to the association.

Informal processes are equally important and often more difficult to identify in an emerging economy. Informal processes and resources require critical evaluation of the perspectives and motivations of every source. Resources that may not themselves be reliable may give clues to what works or does not work. Promising leads will turn into dead-ends, and unlikely paths cannot be automatically discarded. Missteps are to be expected. Even without missteps the process is likely to be time-consuming.

There is no substitute for the Public Policy Advocate to research who the policymakers are, build a list, and develop a strategy to getting to know them personally.

A company can retain an outside consultant who is trustworthy, respected, and knowledgeable to introduce the policy-making environment. An ideal consultant brings experience from many sectors and regularly interacts in the spheres relevant to a company’s business. It may not be the largest or best known firm, but one effective in the relevant business sector. However, in emerging economies, independent consulting firms may not exist, or their expertise likewise is just developing.  Assuming that an independent consultancy (or consultant) can be identified, reliance on that firm or person to some extent implies alliance with its reputation, history, biases, and strengths and limitations. Highly regarded individuals or firms are likely to be in demand, may advise new companies and will continue to seek new clients. Clear definition of scope, expectations and responsibilities is essential to protect the company brand and avoid the need to enforce contract terms in the local legal system.

Final Remark

Emerging economies are more likely to be characterized by a cult of personalities. Individuals may wield power or authority, rather than institutions. As institutions strengthen, relationships can institutionalize. The position a person holds, rather than the person who holds a position, becomes the norm. The Public Policy Advocate should seek to position the company as a trusted advisor to relevant policymakers and influencers over the long term.

The Public Policy Advocate alone cannot be the company’s representative to all entities relevant to Public Policy Advocacy or situations. The Public Policy Advocate must anticipate and effectively prepare the business and its leadership to participate in Public Policy Advocacy dialogs. Emerging economies are often lacking specialized media or government affairs training. In the absence of such training, the Public Policy Advocate must undertake the responsibility to at least sensitize company leadership to Public Policy Advocacy opportunities, approaches and messages.