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Public affairs and public relations are often confused as the same field, but there are various aspects that differentiate the two. It takes further classification to understand their function properly as it will hold basic fundamentals in establishing good relationships with the public and other stakeholders of the businesses.
In general, there are similarities between Public Affairs Vs Public Relations. However, there are also differences between the two that make them have different names.
Similarities
Although Public Relations and Public Affairs are different, they share the same key characters. Individual roles in Public Relations and Public Affairs rely on creating, building, and executing campaign strategies that aim to get specific market responses.
As an example, a Government Public Affairs, may create a multimedia campaign highlighting the benefits from recycling, encouraging others to participate. Meanwhile, Public Affairs is more political in nature while public relations tends to have a more commercial focus.
Those in both roles can use a mix of traditional and digital strategies to build a solid message. Traditional strategies include non-online media such as radio, TV, or newspaper advertising. Digital tactics include online/programmatic advertising and developing a presence on social media and community platforms like Facebook and Instagram.
Whether you are pursuing a career in public affairs or public relations, there are several skill-sets you need to have. These core competencies include advanced research, analytical, and critical thinking skills.
In addition, the ability to adapt easily to tech and digital media evolution as well as social media is key.
Public Affairs and Public Relations professionals can find job opportunities in many forms of organization such as corporations, government agencies, private companies, non-profits, and political organizations.
Both Public Relations and Public Affairs involve communication to connect with audiences and disseminate information on behalf of an organization.
Contrast
Despite their similarity, the function of both have a contrast in their focus. Public affairs campaigns might focusing on environmental and hygiene concepts, whereas public relations strengthen the human connection with the business its services.
Public Affairs tends to focus on a broader audience, while public relations is more straight-oriented toward commercial goals. Public Affairs professionals aim to influence public policy and support an organization’s agenda.
While a Public Relations professional aims to gain a positive image of the organization, build loyalty with the audience, and promote the company’s image.
This division will become more visible when it comes to common topics associated with campaigns, such as public affairs deals with public policy. At the same time, public relations is leaning towards commercial purposes.
Combining Public Affairs and Public Relations
If you enjoy meeting new people, negotiating, and advocating on behalf of your organization, a job in public affairs may be a good choice. You will gain various experiences, including proposing specific policies and laws, providing information directly or through the media, monitoring political activities, advising, and thinking beyond consulting to advocacy.
Public Relations is a branch of marketing that builds a positive image for an organization, its policy, or agenda by drawing public’s attention to positive images rather than buying advertising. Public Relations can involve itself in a wide range of activities, such as designing marketing campaigns, preparing press releases, branding, public relations crisis management, social media, market research, etc.
Companies can use Public Affairs to influence the implementation of various policies in the government that can positively impact their business. For example, a healthcare company can encourage government campaigns for periodic health checks and attract more people to realize the importance of their health. This will indirectly lead towards people buying home medical device products.
On the other hand, the company may also use public relations to launch advertisements about its medical device products directly to consumers to achieve its business goals. These differences can be combined into significant benefits for the company.
This content was prepared by our news partner, VRITIMES. The opinions and the content published on this page are the author’s own and do not necessarily reflect the views of Thailand Business News
