1. External Organisational Communication Van Riel & Fombrun (2007) Ch. 1 p.20 and Ch. 11 Readings in the Corporate Communication Reader

2. Link to reputation management

3. Public Affairs
“a specialised public policy and government relations programme that is managed by the organisation’s public relations subsystem”
Grunig & Hunt (1984)

4. Learning Outcomes
To describe the aims, nature and techniques, and identify the target publics and activities of Public Affairs To understand the political process and working with government regulators

5. Techniques used in Public Affairs prog’s
Government relations
Issue management
Media relations
Community relations
Coalition building
Lobbying

6. Government Relations

7. Overview of SA Gov National, provincial, local/municipal, traditional
Legislative – Parliament
Executive – cabinet: portfolios
Judicial – Supreme, High, Magistrates, tribunals

8. Government and the mass media
Communicating with citizens
Media need access to government to inform the public of what is happening both inside and outside the country.

9. Issues relating to government & the media
Public interest; the right to information; freedom of the press
Activities of gov seen in a good light
War-time coverage (planned and strategised)
Serving tax-payers
Public apathy / lack of interest
Propaganda

10. Why relations with gov is important
Growing impact of legislation and regulations
To build public knowledge and support for company’s positions on key public matters/issues
Trying to shape gov. policy proactively
Building good relations with gov. and agencies
Democracy depends on 2-way comm with citizens

11. Gov Comm. & Inf. System – GCIS goals
Ensure gov’s voice is heard
Foster a positive communication environment
Understand public info needs & gov comm needs
Promote interactive comm bet gov & public
Set high standards of gov communication.

12. Trade Associations/Societies/Unions /Federations
Public advocacy
Beginning to have a strong influence in communities and are used to lobby government on various issues. They serve the interests of many different groups.
Trade Associations/Societies/Unions /Federations

13. The aims include:
To publicise their activities/programmes and expand their membership
To promote positive positions of their industry/profession
To improve services/products collectively
To sponsor public service programmes
To stave off government regulations and win public support

14. HOW? Videos, publications etc Sponsorships Research, Surveys and stats
Public service programmes
Code of ethics
Institutional advertising (find the latest Anglo ads)

15. Issues Management To scan/monitor the environment
To determine key strategic issues
To control future marketing environments
To make sense of unrelenting
To change direction and how
To strengthen position in industry
Examples: health care, education, environment, tobacco, consumer confidence, labour etc.

16. Building coalitions Organising alliances Making compromises
Striking bargains/doing deals
Activities: Opinion leader briefings, Direct mail, Research, Grassroots comm, Crisis planning, media management

17. Lobbying Influencing the outcome of legislation & decisions
Acting for a special interest group, esp. community and gov. affairs, or private companies
Interfacing with communities, understanding appropriate responses to gov. initiatives, determines stakeholder perceptions
Issues and debates: environment. Taxes on alcohol, cigarettes, jobs vs economics, socio-cultural, technology, etc
Requirements: A knowledge of constitution, stakeholders, strategy.

18. Research-type Tasks
Visit websites of Omnicom, Interpublic, WPP and any South African PR companies and see how they ‘do’ corporate affairs.
Find corporate advertisements that represent any aspect of a company’s strategic organ. Comm.
Comment on any social/political/economic issue referred to in the advert.
Link that issue to one that the company is trying to address and say how it is trying to do this and who the stakeholders are.
Use SABMiller as an example and identify the techniques it uses in corp. affairs and say why it needs to do this. Identify at least FOUR issues that that SABM must monitor regularly.

19. SABMiller’s Corporate Affairs
Our Corporate Affairs teams exemplify SABMiller’s dedication to make a difference through beer.
How can we brew more beer using less water? How can we reduce irresponsible drinking? How can we continue to reduce our carbon footprint? How do we track, monitor and communicate our outstanding successes in corporate social responsibility and sustainable development?
These are some of the questions that our Corporate Affairs teams answer and the challenges they help to resolve.
We’re in the business of brewing beer, but we’re committed to doing this in the most ethical, environmentally sustainable and transparent way possible. SABMiller is determined to give back to society and has a commitment to doing what is right.
SABMiller offers Corporate Affairs careers across a wide range of opportunities at every level, including: Media Relations, Investor Relations, Government Relations, Alcohol Industry Affairs, Corporate Social Responsibility, Sustainable Development, Internal Communications and Reputation Management.

20. Terms, concepts related to public affairs
Risk management
Public engagement
Democratic process/government relations
Commercial interests
Issues management
Issues life cycle – 4 phases
Lobbying
Pressure groups
Reader: Theaker, A. (2008)

21. Interrelated components in Public Affairs
Government – ministers and departments
Organisations – spokesperson/lobbyist
Media – disseminating info.
These provide explanations to the world, guiding action, orienting the masses, influencing…..
Public and external stakeholders - perceptions

22. Preparation for exams
Read ALL the relevant readings in the MECS312 READER
Study the slides from lectures and use them to guide your focus in your reading
Examine websites of companies involved in Corporate and Public Affairs and link the theory to their practice. You will be required to give examples in your exam
Attend ALL lectures as you will be given examples to work on and guidance on what and how to study for the exam
Do self-study/research work; participate and ask questions in lectures