The Place of Connections. The Internal Side of Public Affairs (23)

Alan Hardacre, PhD

Co-Founder Advocacy Academy, Advocacy Strategy

My post last week on the ‘just call someone and fix it’ approach to Public Affairs seemed to hit a nerve. Having spoken to a few people on the back of the post it seemed that what resonated most was a fixation on ‘having connections’ as a means to perform this quick fix magic that some think Public Affairs does. Others were quick to remind me just how important connections are and how key one call can actually be - and also how this differs country by country (and culture by culture).

In Public Affairs, connections are without doubt a cornerstone of success. Strong networks play a crucial role in any Public Affairs. But focusing solely on connections can under-value the real work of Public Affairs. I often see job adverts for senior Public Affairs positions with a disproportionate focus on connections. And I suspect we all encounter too many people who think that Public Affairs is just connections. So, yes you will always need connections in a Public Affairs team and strategy - but only as one part and often also via consultants.

I guess my real point here is that connections matter but they aren’t everything. On the one hand connections are a valuable asset because they provide access to key stakeholders to help accelerate introductions and conversations. A strong network also offers unique perspectives on political or policy developments and helps build a reputation which is crucial for your ability to influence.

However, focusing only on 'well-connected' candidates or relying solely on connections is undervaluing the work of Public Affairs. Connections are not a shortcut to influence or impact.

We need to think beyond connections because Public Affairs goes far beyond just one call or connection. What we need to instill in our organizations is that real success comes from things like strategic alignment and deep integration with business objectives and long-term planning. Connections and calls are the tip of an ice-berg that is built on structures, processes, teams and strategies. 

Most organizations have moved away from the old-school hand-shaker in favour of Public Affairs professionals who are commercially astute and able to recognise who they need to meet and when.