Skip to main content

Private Sector PR vs. Government Public Affairs: A Difference In Terminology With Real Implications

This was my response to a followup question on the previous post, "5 Ways To Work Effectively With The Media: Tips for Federal Communicators."


On the positive side, federal communicators are extraordinarily sharp people (and have always been). Also positive, the sophistication level in terms of technique and in terms of the demand for transparency is growing by leaps and bounds. Just in the past five years, it's literally amazing to me. 


Furthermore positive, I have always known agency leaders to be sophisticated in terms of their ability to read the tea leaves, and to exercise good judgment. One memory in particular stands out of Robert Bonner, the former head of U.S. Customs and Border Protection. Bonner was amazing - he used to scribble out **all** of my drafts of his executive message for the monthly magazine and write it himself. I remember that handwriting!


But there is a less positive side, that hopefully we will overcome. And that is the failure to distinguish in theoretical terms between "public affairs" and "public relations." Many times, more times than I can count, I have personally experienced frustration that agencies were not as forthcoming as they could be, because there was a prevailing opinion that silence is golden.


This is not tied to one administration or another...rather it's a constant battle between those who generally want to "avoid trouble," and in their shortsighted view this means not talking about problems for fear of provoking (insert exaggerated worry).


Unfortunately I've seen communicators suffer because they were perceived as too open...because they did not understand the unwritten rules.


What is really sad, to me, is the contradiction between the incredible integrity of public servants, and the incredible distrust the public has for the government. And every single time we open up and are transparent, we find ourselves rewarded with greater trust - just the opposite of what is feared!


Where things do go wrong - and of course they do! - the best course of action is to tell it early, tell it often, tell it clearly, and be overall matter of fact about it. This is not just good government practice it's good PR practice as well! 


At the end of the day, the key difference between private sector PR and government public affairs is who is paying the bill and what expectations they're bound by. The private sector PR expert is trying to help their client resuscitate or enhance their image. The government public affairs expert is trying to help the taxpayer get the information they need and more broadly trying to help the government function effectively and efficiently. 


Confusion over this distinction is the source of another hornet's nest of misunderstanding, and that is the term "branding." The word means "propaganda" to so many, but for government it actually means doing a better job at communication - unifying the agency inside and giving the public a consistent and useful experience on the outside.


Further Reading


Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …