The C-Suite does not ‘get’ Public Affairs.The Internal Side of Public Affairs (19)

Alan Hardacre, PhD

Co-Founder Advocacy Academy, Advocacy Strategy

In the world of Public Affairs, it's not uncommon to hear PA professionals say: "The C-Suite just doesn't get us." This is sadly far too often true. But rather than viewing this as a frustration and something to do with the C-Suite, we need to start seeing this as both a fundamental part of our job and a critical challenge to get right. Educating and aligning with the C-Suite on the importance and nuances of Public Affairs can pave the way for more effective collaboration and greater organizational success. How you navigate this challenge will be one of the biggest measures of your professional success. Here are some tips;

Understand Their Perspective

Before you can educate the C-Suite, you need to understand their perspective. C-Suite executives are often focused on high-level strategic goals, financial performance, and shareholder value. Public Affairs might seem tangential to these priorities. By understanding their language and priorities, you can frame Public Affairs in a way that aligns with their strategic objectives. Simply adopting their languages and metrics can help.

Demonstrate Value with Data

C-Suite leaders are driven by data and outcomes. Use metrics and case studies to demonstrate the tangible impact of Public Affairs. Highlight how effective Public Affairs strategies have mitigated risks, influenced policy favorable to the company, or enhanced the company’s reputation. Quantifiable results speak louder than abstract stories and anecdotes.

Align with Business Goals

Show how Public Affairs initiatives directly support the organization’s overarching goals. Whether it's market expansion, regulatory compliance, or brand reputation, draw clear lines connecting your work to the business's success. This alignment makes it easier for the C-Suite to see the relevance and importance of Public Affairs. 

No matter how you choose to approach this you need to own this conversation and process for Public Affairs. Also stay adaptable and be willing to pivot your strategies to align with shifting organizational goals. This flexibility demonstrates your commitment to the organization’s success and your ability to respond to new challenges effectively. The perceived gap between the C-Suite and Public Affairs is not an insurmountable barrier but a bridge waiting to be built. 

Share your thoughts and experiences in the comments below!