The Public Affairs professional, present and future
April 26, 2012
Explanatory note: I don’t mean that the PA pro will be out of work and forced to do construction, but rather, that the role of the PA pro will move from putting out fires i.e. dealing with short term regulatory crises, to working with other communications units within organisations to build reputation and brand. The PA pro will still be responsible for communicating to policy makers and their influencers, but focusing on wider issues, not just immediate policy concerns. Ultimately, it’ll mean they’ll need to put out fewer fires in the long run.