by Mita Dhullipala
Today’s public affairs professionals require the ability to absorb the zeitgeist of the time and apply it to the conceptualisation, delivery and evaluation of campaigns that can create tangible change.
You’ll learn:
• The pandemic has forced the members of the public to reflect on their attitudes, beliefs and perception
• How public affairs must be now led by intentionality, authenticity and purpose
• Health, climate, food security and other issues are likely to dominate the landscape for the foreseeable future
A mentor of mine once told me that “public affairs, at its core, is essentially about facilitating conversations” – and never has this been more poignant.
In a world that is more polarised than ever, a world experiencing a rising tide of protectionism and indelibly scarred by a global pandemic, conversations are at fever pitch.
Governments are now judged, not by their policy, but by their communications with the electorate – it is truly a new paradigm of engagement. Public affairs, in many instances, is a fundamental bridge between government, policy, industry and the general public.
It is both a responsibility and a privilege. Over the past year, events that have shaped the UK landscape have also served to unveil the true power of language, engagement and campaign rhetoric. Official communications around COVID-19 have been heavily criticised for their ambiguity and direct effect on infection rates and, ultimately, survival.
Leave UK’s political campaign rhetoric led to a historic uncoupling, separating the UK from an institution it has been a part of for over 45 years. The examples are numerous. If we absorb anything from recent history, perhaps it should be that words are profoundly important and can do significant good – more importantly, they can also do significant harm.
One is a tragedy, a million is a statistic
The human story is back in vogue, a diversion from a century obsessed with data-crunching. As individuals, societies and political systems scramble to re-establish priorities, public affairs practitioners stand on shifting sands. This era represents a momentous opportunity to tell stories that have never been told, much less recognised.
As the pandemic forces entire populations to reflect on their attitudes, beliefs and perceptions, it is no small wonder that people are acutely sensitised to hearing the stories of those most like them. A collective anxiety has gripped us all, allowing us to relate to others with an empathy previously numbed by the digital age. If ever campaigning was about winning hearts and minds – it is now.
Accountability – scrutiny as the standard
Across all levels of society, accountability is at all time high. In a “cancelling” culture, purpose has become central to external engagement. Public affairs must be now led by defined intentionality, authenticity and purpose – more crucially these elements have to be able to stand up under forensic scrutiny.
Global geopolitical tensions have highlighted a renewed sense of activism across societies, a revitalised desire to affect change and see the powerful held to account. A will to build back better means the status quo is being challenged, agitated and disrupted.
It’s now not enough to talk the talk, organisations must be able to back up their prose with tangible action. The pandemic crisis opened a figurative pandora’s box of social disparities between the politically left and right, old and young, rich and poor. People are hungry for reform and this hunger should translate into campaigns, communications and engagement activities that will shape the world as we know it.
Back to basics – appealing to basal instincts
Health, climate, food security and other issues closely aligned to existence are front and centre – they are likely to dominate the landscape for the foreseeable future.
Campaign messaging has taken on a certain survivalist edge – appealing to basal instincts such as fear, self-protection and the desire to remain in good health. This has been reflected in the political landscape with many campaigns choosing to play on the emotions associated with threatened human life.
This is all too apparent in both the Democratic and Republican campaigns in the lead up to the US presidential election this year. Expertly crafted, impactful and exploitative of knee-jerk emotional reflexes. The stuff of political warfare. On the other side of the coin, many healthcare, climate and diversity campaigns (launched in this emergent post-COVID landscape) have pivoted seamlessly to harness these same base emotions to drive behaviours that will improve health, the environment and society more broadly.
Creative, digital authenticity – a panacea
In the melee of chaos, heightened emotions and uncertainty, social media and consumerism contribute to an unstoppable 24-hour tsunami comprised of information and disinformation, in equal measure.
Our lives are unceasingly punctuated by stories, tweets, posts, connections and imagery. Politics has taken to digital-first strategy in a way that has revolutionised the space.
Cambridge Analytica was an eventuality more than an aberration and regulation continues to be debated rather than truly enforced. In a landscape where seconds of time are fought for on a minute-by-minute basis, the only way to achieve cut-through is by executing campaigns that shock, thrill or deliver the expected in the most unexpected of ways.
However, creative digital content is increasingly expected to resonate authentically with target audiences – exploring themes and concepts that are directly relatable to the people they seek to influence. It all comes back to that human story.
Belief is the key
There are several traits that make up an excellent public affairs practitioner or campaign strategist. For example, an ability to absorb the zeitgeist of the time and apply it to the conceptualisation, delivery and evaluation of a campaign that is able to create tangible change. However, in my experience of this complex, ostensibly frustrating and overpoweringly inspiring industry, the only trait you really need to succeed is an unconquerable belief.
A belief that positive change is possible and within reach.
Mita Dhullipala joined Weber Shandwick London’s Healthcare team in April 2019 as a manager with Health Policy, Advocacy and Public Affairs expertise.
Prior to joining Weber Shandwick, Mita was involved in influencing health policy at a trade union. During her time at the trade union, she worked on several areas of healthcare policy including undergraduate medical education. She has also spent time working at a boutique financial PR company, dealing specifically with biotechnology companies, this enabled her to develop a niche knowledge of the sector and the commercial challenges it faces.
Mita has a strong background in political lobbying, crisis management, advocacy and media relations through her work at a boutique political consultancy in New Delhi as well as through leading communications and media relations for the LGBT+ for a People’s Vote campaign in 2019.
Twitter: @mita_dhullipala
LinkedIn: linkedin.com/in/mita-dhullipala-964287109/