I recently wrote a column about public affairs for our Ackermann newsletter. I thought I would share it here as well. Love to hear reaction.
Most successful businesses succeed because they truly understand business. They know what works and what makes sense.
Which is why, for many, public affairs is such a challenge. The usual rules don’t apply. In many ways, logic takes a holiday. We’ve all seen plenty of instances where a seemingly great idea that made terrific business sense absolutely crashed and burned in a public setting.
Years ago you could contact someone with “connections” who would make a few calls and the wheels would all be greased. Fortunately for all of us, especially as citizens and taxpayers, those days are long gone. As someone who has been both a part of government and lobbied for clients, I can assure you from both viewpoints that transparency has made government better. Sure, it’s made the challenge of dealing with governmental bodies more difficult, but it’s done so by increasingly giving all parts of the community a legitimate voice. And since it’s their tax money and their government that is exactly how it should be.
If your company is going to have a public issue, be smart about it. There are some general rules you should know and embrace. They include:
- Be honest. If you lie, you’ll probably get caught, and your credibility will be gone.
- Be realistic. Figure out why your side should win, but also figure out how and why your opponents will argue against you.
- Talk to everyone. If you only talk to those whom you think are “with you,” you give everyone you exclude a possible reason to oppose you…and no reason to be for you.
- Listen to everyone. The more you listen, the more you learn, and the more you can incorporate all viewpoints.
- Be proactive with the news media. Their attitude is a lot different if they hear from you firsthand and realize you are being honest and open. And how they cover you can be a big factor in determining the outcome of your issue.
“Winning” depends on making a good, ethical business decision to begin with. Then, you need to present it clearly, honestly and as objectively as possible. Listen, be inclusive and seek counsel from those who understand the process and can advise you accordingly.
OK…everybody back to work.
