The training and experience needed to succeed in the field of public policy advocacy or government relations has changed considerably. A thorough knowledge of government and the political process has always been necessary, but executives also must understand business operations. They must know how their activities in communications, corporate citizenship and government affairs relate to each other. And they must have a comprehensive understanding of the rules and regulations of government business and lobbying practices around the globe.

Accreditation is the professional registration awarded to public policy advocacy and communication management practitioners who possess those special qualities that characterise a true professional. It is the highest level of the AALEP Registration System, which is based on academic qualifications and experience. It measures the scope and depth of a candidate’s knowledge as well as his/her professional orientation as a prerequisite for accreditation and ultimate professional recognition.

There are a number of alternative fee structures that can be agreed between a public policy advocacy consultancy and a client.

1. Retainer : An agreed monthly or quarterly fee payable in advance for an agreed programme of public policy advocacy activities. A retainer fee is not usually based on a contract of less than six months.

The area around K Street in Washington, D.C., abounds with lobbyists, many of whom represent foreign governments or entities. Although some major foreign governments continue to work mainly through their embassies in Washington, nearly one hundred countries rely on lobbyists to protect and promote their interests. Even countries that have strong bilateral relations with the United States, such as Australia, Japan, and Norway, need lobbyists as well as embassies.

Here below are the 10 most important qualities of a Public Policy Advocate as described by practitioners:

1. Understanding the European policy process, having the full confidence of the client, and being able to work with legal advisers

2. To be able to understand the case and communicate in a way that makes sense to your auidiences. Background, contacts, industry knowledge, personal skills are all important elements, but the most fundamental is the ability to translate the case into a broader context that matters to those who can influence the decision.

Lobbyists and Public Relations Professionals no longer work in silos. Increasingly both lobbying and public relations consultancies are offering integrated services. Many firms that were strictly PR are now providing public relations and strategic communication services working in the PR, lobbying and media fields. Typically, the range of theirs services will include the following:

In the field of public relations there are two organisations at world level that stand out. One is the International Public Relations Association (IPRA) and the other is the Global Alliance for Public Relations and Communication Management (GLOBAL ALLIANCE).

From 8-10 May 2013, over 180 Public Relations & Communication professionals attended the 1st All Africa Public Relations and Strategic Communication Summit convened by the African Public Relations Association (APRA) at the African Union Complex, Addis Ababa, Ethiopia . Participants were from Gambia, Ghana, Ethiopia, Kenya, Libya, Nigeria, Tanzania, Zambia, Zimbabwe, Mauritius, Sierra Leone, Mozambique and South Africa. There was also representation from India, United Kingdom and Northern Ireland.

Participants noted

Extract of a Speech delivered in The Hague, Netherlands by Former President of South Africa Frederik Willem De Klerk on 25 October 2013.

"A strong Europe is in the best interests of Africa. Africa still receives most of its investment from Europe and conducts most of its trade with the continent. Despite the much-publicized expansion of Chinese interest in Africa, it is only the sixth largest investor in the continent following the United States, France, Britain, Malaysia and South Africa. There are also strong historical and cultural ties between the two continents.

PublicAffairsAsia is a network for senior government relations, corporate affairs and corporate communications professionals operating across the Asia Pacific region. It offers news, features, analysis and intelligence on practice and policy through PublicAffairsAsia magazine, online channels, intelligence and events.