The Six Question Framework

Often, simple is best. This classic idiom applies to crafting an actionable and effective public affairs strategy. Rather than overcomplicating things, ask the six most basic questions: Why, Who, When, Where, How, and What. And, importantly, ask in that order.

Why?

The first and most basic question is, "Why do we need to invest in public affairs?" Answering this question helps specify the purpose and goals of a strategy. Are you looking to tell your company's story in a compelling way? Do you want to put a human face on your products and services? Is your aim to articulate the value your company brings to customers, potential investors, or society? Perhaps you need to translate complex technical concepts into language that resonates with a broader audience. Or maybe you want to create a positive halo effect for your direct regulatory and policy conversations. Was there some press, social chatter, or regulatory action that negatively impacted your business that you want to avoid in the future? 

It’s tempting to say yes to several or all of these whys. Avoid that temptation. Identify the one (or maybe two) core reasons why public affairs is critical to your organization's future. That focus will make answering the remaining five questions easier and more effective. 

Who?

Next, consider your primary audience. Who can negatively or positively impact your business and is therefore critical to reach? Are you ultimately trying to reach legislators? Regulators? Competition authorities? Potential investors? You don’t necessarily need specific names at this point, but you have to be very clear about the class of policymaker or influencer you need on your side. Again, as hard as it might be, keep your answer to one or two general profiles. Any more than that and you should be looking at separate strategies.

Once you've identified your primary audience, think about who you need to engage to reach them effectively, make your conversations with them more productive, and lend credibility to your efforts. Who does your primary audience listen to and trust? Who influences the influencers? Remember, public affairs is all about conditioning the environment within which your organization operates. And so, to the extent part of your operations is engaging with influencers, you need to condition the environment within which those conversations occur. Answers may include your customers or users, academics, think tanks, industry trade associations, or executives. 

When?

Timing is everything in public affairs. Consider key milestones in your organization’s journey that might serve as natural focal points for your public affairs efforts, such as an IPO, Congressional action, new market entry or product launch, or significant company announcements. Aligning your public affairs efforts with such cornerstone events can help you capitalize on natural business momentum AND ensure your message is heard when it matters most.

Where?

Once you’ve clearly and concisely identified the Why, Who, and When determining the How, What, and Where is relatively straightforward. That’s because answering the first three questions is heavily specific to factors internal to your business (such as your product mix, development roadmap, and growth objectives), is always unique, and can be rather subjective. It is the art rather than the science. Determining Where, How, and What is relatively straightforward in comparison. Finding answers is mostly the result of research and experience. 

Where you engage includes both geography and forum. Consider the specific markets, events, and forums where your key stakeholders and their influencers are most active. This may include political capitals like Washington, D.C., or other cities where relevant decision-makers are based. Additionally, think about conferences and events that attract your target audience AND provide opportunities for meaningful engagement.

How?

Once you've identified your audience and the optimal timing and locations for engagement, it's time to consider how you'll reach them. This may include a mix of online and social media outreach, paid advertising, earned media coverage, and executive thought leadership. Events and partnerships can also be powerful tools for amplifying your message and building relationships with key stakeholders.

What?

Finally, consider the key narratives, messaging, and visuals that will bring your public affairs strategy to life. Your messaging should be clear, compelling, and tailored to your target audience. Some examples might include positioning your company as a force for good in the world, highlighting how you create jobs and support businesses, or emphasizing how your products and services help people live their passions. Use storytelling and visuals to make your message more engaging and memorable.

By organizing your public affairs strategy around these six simple questions, you can develop a comprehensive and effective approach to engaging key stakeholders and advancing your business objectives. A successful public affairs strategy requires ongoing refinement and adaptation as your company and the broader landscape evolve. But by starting with a strong foundation and asking the right questions, you'll be well-positioned to navigate the complex world of public affairs with confidence and impact.