Public affairs and media coverage go hand-in-hand, which inevitably leads to challenges for the communications executives behind the messages; after all, these campaigns are often chock-full of information that is highly regulated, contested, controversial and/or crisis-related. Therefore, whether your goal is to influence voters, reach policy makers, start a grassroots movement or simply manage issues relevant to your industry/organization, successful media outreach surrounding a public affairs initiative requires an airtight plan for execution. Rule No. 1: Don't take social media out of the equation (or, do so at your own risk); as Barack Obama's campaign demonstrated, social media is the wave of the present (see sidebar). Once you get beyond that, consider these best practices for powering up your public affairs programs in a social media-driven world.
Rock the Vote: Media Tactics to Pump Up Public Affairs Communications
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