Public Affairs: A field's maturation from 2000+ to 2030

• Author: Craig Fleisher,Conor McGrath
• DOI: http://doi.org/10.1002/pa.2218
• Date: 01 August 2020
• Published date: 01 August 2020

ACADEMIC PAPER

Public Affairs: A field's maturation from 2000+ to 2030

Craig Fleisher | Conor McGrath

School of Communication & Media, Ulster

University, Northern Ireland, UK

Correspondence

Conor McGrath, School of Communication&

Media, Ulster University, Shore Road,

Newtownabbey, Co. AntrimBT37 0QB,

Northern Ireland, UK.

Email: cp.mcgrath@ulster.ac.uk

This paper explores the development of the field of public affairs (PA) through the

observations, research and experiences of two of its most cited scholars, deputy edi-

tors, and longtime contributors to the Journal of Public Affairs. We examine how PA

and its practitioners have moved non-linearly from 2000+ PA, to Public Affairs 2.0,

toward a still evolving model of practice. Three areas of practice are explored in

depth, including (a) how the function is managed, (b) its communication activity, and

(c) how it supports organizations in interacting and engaging with stakeholders and

issues. Finally, four alternative futures are laid out as possible paths along which the

function may evolve as it moves forward to its next decade's end in 2030.

KEYWORDS

Corporate Communication, Coalitions, Grassroots, Lobbying, Public Affairs, Public Affairs

Management, Public Affairs Trends, Stakeholders, Strategy, Technology

1|INTRODUCTION

Once every 10 years or so, it has become something of a tradition in

the Journal of Public Affairs for one of the authors and the field's vet-

eran global observers, Craig Fleisher, to reflect on future trends in the

development of public affairs (PA) practice. In the very first issue,

Fleisher proposed a “2000+ PA model”which sought to move beyond

traditional practice and to identify why successful practice was

becoming contingent on PA addressing changes in the internal and

external environments (Fleisher, 2001). In a follow-up paper a decade

later, this model morphed into “Public Affairs 2.0”as he considered

how public affairs could better contribute to overall organizational

performance (Fleisher, 2012) in a more digitally affected world. In this

collaboration, we not only review progress made in the elements iden-

tified in that previous work but also suggest likely developments in

the coming decade.

We stress at the outset that our perspectives are necessarily

shaped and limited by our positions in the US/Canada and UK. As

authors and members of a larger academic and practice community,

we all know too little about the ways in which public affairs is under-

taken in far too many nations and political systems; nevertheless, we

can discern global—if not universal in some cases—trends using our

experience, training and research expertise. Our intent is that this arti-

cle will prove useful to colleagues and practitioners around the world,

albeit that some of our thoughts can be refined and given more local

context by them in light of their more granular understanding of PA in

their own locations of practice. As with Fleisher's prior efforts, the

point of these reflections is not to produce a definitive “last word”on

PA practice, but rather to stimulate a wider basis for understanding,

discussion and debate.

Politics and the nonmarket environment in the US/Canada, UK

and elsewhere has shifted in dramatic ways over the last decade, as

have corporate/organizational life, social expectations and technol-

ogy. Public affairs practice has mirrored these changes, sometimes

more and sometimes less successfully. In the sections to follow, we

examine the factors identified in prior iterations of this work and sug-

gest additional areas which we surmise will gain importance over the

coming decade. Rather than isolating each factor individually within

the comprehensive, dynamic and evolving interconnection of ele-

ments in the PA process, we have deliberately grouped them into

three larger categories that we will discuss in turn: managing the pub-

lic affairs function; stakeholder relationships; and communication.

2|MANAGING THE PUBLIC AFFAIRS

FUNCTION

In the articles upon which this piece builds, Fleisher (2001, 2012)

identified several normative aspects of modern PA relating to its man-

agement. In particular, he suggested that an organization:

DOI: 10.1002/pa.2218

J Public Affairs. 2020;20:e2218. wileyonlinelibrary.com/journal/pa © 2020 John Wiley & Sons, Ltd 1of10

https://doi.org/10.1002/pa.2218