Public relations and public affairs both play a role in shaping public opinion, but they approach it in different ways. If you think you need one of these services but aren’t sure what the difference is, this article will help.

Public relations vs. public affairs: How they differ

Public relations (PR) focuses on how the public perceives a company or individual. The goal is often brand recognition and positive publicity that translates into stronger sales or community support. 

In comparison, public affairs focuses on shaping opinions and decisions within government and regulatory environments. Instead of promoting a product or service, public affairs professionals aim to influence policy or legislation that affects the organization. To sum it up, PR is typically commercial, while public affairs is often political, which is why the methods and outcomes appear very different in practice.

Which roles typically handle PR vs. public affairs in an organization?

In most organizations, PR and public affairs are typically handled by separate teams, although they may occasionally collaborate. PR specialists usually manage public relations and their responsibilities involve:

  • Building awareness.
  • Creating press releases.
  • Coordinating interviews.
  • Managing social media accounts.
  • Developing campaigns to improve customer sentiment.

Public affairs often falls under the direction of government affairs directors, lobbyists, or policy advisors. Their work is rooted in advocacy and policy alignment. They monitor legislation, maintain relationships with lawmakers and regulators, and ensure the organization’s perspective is represented in the public arena. 

For example, if a consumer electronics company launches a new product, their PR team manages press coverage and online engagement. But if that same company faces new data privacy regulations, the public affairs team steps in to meet with policymakers and advocate for the company’s best interests.

To sum it up, PR is typically commercial, while public affairs is often political, which is why the methods and outcomes appear very different in practice.

How their strategies differ

Though both industries rely on storytelling and persuasion, they use different tactics to accomplish their goals. For instance, public relations strategies primarily focus on visibility and reputation. 

A company may launch a social media campaign, coordinate brand partnerships, or pitch stories to local or national outlets. In this case, success is measured in terms of impressions, media mentions, or improved brand sentiment.

Public affairs strategies focus on influence over government priorities. Professionals in this space may prepare testimony for hearings, write policy briefs, coordinate lobbying efforts, or organize stakeholder roundtables. Their success is measured by the legislative outcomes or regulatory changes they achieve.

How small businesses can use PR and public affairs strategically

Small businesses can benefit from employing both PR and public affairs teams, even without the resources of larger companies. From a PR standpoint, small businesses can leverage local media coverage to raise visibility and strengthen their community presence. 

For example, a restaurant might pitch a story to a community paper highlighting its charity event that draws press attention. Social media, email newsletters, and blogs also serve as effective, low-cost PR tools.

Public affairs can help you manage regulatory challenges or influence public policy. Local regulations and zoning laws can significantly impact whether a business can expand, adjust its hours, or modify its operations. Even if the focus is less on legislation and more on building goodwill with community stakeholders, the principles of public affairs still apply.

Top tools and platforms for managing PR and public affairs efforts

Technology makes it easier than ever for businesses of all sizes to manage their PR and public affairs initiatives—here are some tools to consider:

  • Muck Rack: Helps organizations find and pitch relevant journalists, distribute press releases, and track media coverage.
  • Cision: Provides tools for press release distribution, media monitoring, and analytics.
  • Brandwatch: Monitors online mentions of the company and analyzes sentiment across social media platforms.
  • Quorum: Supports public affairs professionals with legislative tracking, grassroots advocacy management, and stakeholder engagement.
  • FiscalNote: Offers advanced analytics to understand and forecast the impact of policy and regulatory changes.
  • PolicyNote: Tracks bills and regulatory activity across all 50 states in real time.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.

Published