PR vs Public Affairs: Understanding the differences and unlocking integrated value

Today’s communications leaders are under more pressure than ever before. Understanding the differences between PR and Public Affairs, and crucially, the ways in which the two tactics can work in harmony, could be the ticket to maximizing brand influence, managing risk, and delivering truly impactful communications campaigns.

Yet, many of us have spent our careers staying loyal to our discipline and fighting its corner. For me, that discipline has been PR, for no reason other than falling into it after graduating and then getting stuck on the rush of pitching journalists, as I’m coming to learn is the case for many of us. But, joining Clarity opened my eyes to the wonderful and at times wacky world of Public Affairs, and crucially, how it can integrate seamlessly with PR, when done right. 

What sets PR and Public Affairs apart?

At first glance, PR and Public Affairs may seem like distinct channels within the broader communications mix, each with their own objectives, audiences, and tactics. To a certain extent, this is true, with PR focusing on shaping public perception of a brand’s reputation. While not limited to media relations, this is a significant focus of PR, alongside broader storytelling, stakeholder engagement, and leveraging new media channels such as social media or newsletters like Substack. 

Public Affairs, by contrast, concentrates on influencing policy, managing regulatory issues, and engaging with government and industry bodies. Public Affairs professionals meanwhile prioritise building relationships with policymakers, regulators, and advocacy groups to further an organisation’s interests or goals. This work can be a lot less public, but can have significant business impact. 

But, the two disciplines aren’t as different as you may think, with their real value coming in when they work together to achieve a common goal. PR can shape the public narrative while Public Affairs engages directly with key decision-makers, ultimately driving a unified and influential approach. 

Why an integrated PR and Public Affairs strategy matters

In today’s communications landscape, the boundaries between PR and Public Affairs are more blurred than ever. Constituents’ conversations with their MPs are influenced by what they read in the news, journalists are quoting Hansard, and politicians have invested in social media big-time (even if they can’t make videos standing still). A message delivered to one audience can quickly reach and influence another, meaning organisations that keep PR and Public Affairs siloed risk sending mixed messages or missing out on opportunities to reinforce their position.

At Clarity, we’re huge advocates of the integrated approach to communications. By aligning PR and Public Affairs, businesses can ensure that their public-facing campaigns support their policy goals, while insights from conversations with Parliamentarians and policymakers can inform and improve external communications. In doing so, brands can more easily build trust, making them more resilient in the face of challenges. 

A strong example of this integrated strategy in action is Clarity’s work with telecoms trade association ISPA. We recently created and launched ISPA’s 30th anniversary report, which analysed consumer perceptions of the industry and provided recommendations to policymakers on topics including digital inclusion, broadband rollout, and fraud. Not only did the report garner press coverage on launch day, but it fed into a presentation at Parliament and Internet Conference, fuelled ISPA’s social media content, and will now be used in our conversations with Parliamentarians, regulators, policymakers, and other key stakeholders. 

By taking an integrated approach, we not only enhanced ISPA’s external reputation with the press, industry, and broader public, but furthered the organisation's influence in the political arena.

Practical next steps for C-suite leaders

It is no longer enough for a business to simply excel at either PR or Public Affairs in isolation. The first step is to take a hard look at your current communications structure and ask: are these two functions working in tandem or operating in silos? Identify where your teams collaborate (or don’t), and look for opportunities where an integrated approach could strengthen your brand’s position, especially around moments of change, crisis, or major campaign launches.

Often, in-house teams have deep expertise in one discipline but may lack the capacity or specialist knowledge to fully bridge both areas. Indeed, many agencies often focus on one or the other. But, an integrated agency partner can add real value. We bring together multidisciplinary teams with proven experience delivering integrated campaigns, including everything from strategic planning to creative storytelling, policy expertise, and data-driven insights. Our approach ensures your organisation’s narrative and advocacy efforts are not only aligned, but mutually reinforcing for maximum impact.

If you’re ready to take your communications to the next level, we’d love to talk about how we can tailor an integrated PR and Public Affairs program to your goals.

Get in touch today if you'd like to hear more from our team.