The “Public” of Public Affairs and the Leaf from the Futurist’s Diary

As I pen these thoughts on July 13th, responding to Tarunjeet Rattan of PRPOI’s challenge to envision the prospects of Public Affairs practice, I draw upon my on-the-job learning and observations to paint a picture of what lies ahead. As I look ahead, once considered a niche segment within public relations, public affairs is poised to become a driving force in shaping the industry’s future. The growing emphasis on broader stakeholder engagement is at the heart of this evolution. In today’s interconnected and transparent world, organisations can no longer afford to operate in isolation or have a myopic view from their corner offices in the shining high towers’ glass facades.

As I write this, I am reminded of my senior friend, Mr. Babulal Yadav, current CEO of Thestartupxpress and ex-VP of Corporate Affairs with Essar Ports, who introduced me to the concept of Corporate Environment Management (CEM) in the early 2000s. His insights on how businesses navigate an environment filled with internal and external forces, such as investors, employees, customers, suppliers, community groups, and government agencies, remain relevant today. As Public affairs professionals, with our unique position, we are instrumental in facilitating these complex conversations.

As a public affairs professional, you need to develop a deep understanding of political processes, regulatory frameworks, and the socio-economic factors that influence decision-making at various levels of government; after all, you are responsible for the continuation of your organisation’s business. As we step into the future, this vertical is poised for significant evolution driven by technological advancements, changing societal expectations, and the increasing importance of transparency and accountability. The digital revolution has dramatically altered the public affairs landscape. Social media platforms have become powerful advocacy tools, allowing organisations to mobilise public support and engage directly with policymakers. A prime example is Jhatkaa.org, an Indian digital advocacy group that has effectively used online platforms to drive social change on issues ranging from environmental concerns to digital rights. We have seen how even a political revolution is being created using social media platforms.

During a recent PRPOI webinar I moderated, Sanghpriya Gautam highlighted the growing role of ESG (Environmental, Social, and Governance) in public affairs. As environmental and social issues take centre stage, organisations face increasing pressure to demonstrate their commitment to sustainability and social responsibility. And who do they turn to? Of course, Public affairs professionals.

As our democracy matures and our polity becomes more republic, the future of public affairs in India will likely shift towards more collaborative policymaking. Organisations will need to engage with a broader range of stakeholders, including NGOs, academic institutions, and community groups. The success of our BHIM Unified Payments Interface (UPI) system is a prime example of effective multi-stakeholder engagement. The National Payments Corporation of India (NPCI) worked closely with banks, fintech companies, and government agencies to create a revolutionary digital payments ecosystem, demonstrating the power of collaborative public affairs efforts.

In our interconnected world, it’s crucial for public affairs strategies to consider global perspectives. Cross-border collaboration and international alliances will become increasingly important in addressing global challenges such as climate change, cybersecurity, and public health. Hindustan Unilever’s “Project Shakti” initiative demonstrates how local actions can have far-reaching impacts, empowering rural women entrepreneurs while building strong relationships with communities and policymakers. Edelman’s Trust Barometer reports show public trust in institutions continues to waver; public affairs professionals must balance advocacy efforts with a commitment to transparency and ethical conduct. This is especially crucial in a country often associated with “suitcase diplomacy.”

So, how does one get into this exciting world of public affairs? Expertise in policy analysis, data science, and digital diplomacy will become increasingly valuable. Educational institutions like the Indian School of Business (ISB) recognise this trend, offering specialised Public Policy and Management courses that equip future PR professionals with the skills needed to excel in public affairs.

For those aspiring to enter this exciting field, I offer this advice: be open to new challenges, cultivate patience, develop problem-solving skills, and nurture a habit of reading. These simple yet powerful practices have served me well throughout my career. As the lines between business, government, and society continue to blur, skilled public affairs professionals will be essential in navigating this complex landscape, driving positive change, and ensuring organisations remain responsive to the evolving needs of their stakeholders.

The future is bright for public affairs, and with the right skills and strategies, the possibilities are endless.

Tushar Panchal,

Founder and CEO – War Room Communication Strategies Pvt. Ltd. 
The Specialist Communication Consultancy for Governments and Politics