Strategic Communication and the External Affairs Structure

Media relations and public affairs working with the press corps are the cornerstone of any strategic communication plan. One could certainly argue that media relations and a solid public affairs strategy are significant in strategic communication planning for officials in the public policy arena, they are indeed important. However, to place such a strong emphasis on media and press relations in crafting strategy and ignoring other key facets of strategic communication is misguided. The way forward in strategic communication needs to comprise a more in-depth approach that includes an all-encompassing strategy of coordinating the release of messages to external audiences by additional means other than media alone. Collaboration and partnerships are essential to the success of conducting the work of government. Communicating public policy should be conducted through strategic communication efforts that encapsulate an external affairs structure which synchronizes the staff and offices of public affairs, congressional, intergovernmental, international, and private sector coordination where applicable.