Sara McCracken, award-winning communications specialist and course leader of our Introduction to Public Affairs and Lobbying online training course shares her top tips and practical insights on the ‘who’, ‘when’ and ‘how’ of building influence in the current policy landscape.

Public affairs is often misunderstood as lobbying in its narrowest sense – a behind-the-scenes attempt to persuade politicians. In reality, it is about building trusted, transparent relationships that help shape better policy and deliver real change.

In an era of increased scrutiny and accountability, the way organisations engage with government and decision-makers matters more than ever. Successful public affairs professionals understand not only who to influence, but also when and how to do it responsibly.

Westminster Insight’s Introduction to Public Affairs and Lobbying online training provides practical guidance to help organisations navigate this complex landscape, design effective strategies and uphold the highest ethical standards.

Understanding the policy landscape

Before you can influence a policy outcome, you need to understand how the system works. Policymaking is rarely a single event; it is a process that evolves through research, consultation, debate and implementation. Knowing when to engage is just as important as knowing what to say.

At different stages, your organisation may have opportunities to:

  • Respond to government or departmental consultations
  • Contribute evidence or expertise to select committees
  • Engage with civil servants drafting new policy
  • Brief parliamentarians before or during legislative debates

Public affairs professionals also need to recognise that the UK is not one uniform policymaking environment. Devolution means that power and responsibility are increasingly shared across different parts of the country.

  • In Scotland, Wales and Northern Ireland, devolved administrations and parliaments or assemblies have authority over areas such as health, education, transport and the environment.
  • Within England, devolution to regional and combined authorities – such as Greater Manchester, the West Midlands and the Tees Valley – has created new centres of influence at the local level.

Effective public affairs therefore requires an understanding of how decisions are made in each nation and region, and who holds the levers of change.

Tip: Build your awareness of upcoming policy reviews or legislative changes across all UK administrations. Early engagement allows you to shape policy rather than react to it.

Mapping your stakeholders

Influence begins with knowing who matters. A clear, well-maintained stakeholder map is an essential tool for any public affairs campaign.

To create one:

  • Define your objectives. Be clear about what change you are seeking and why it matters.
  • Identify key players. Map allies, opponents and influencers across government, opposition parties, local authorities, regulators and relevant industry bodies.
  • Understand their motivations. Consider each stakeholder’s priorities, pressures and perspectives.

Building and maintaining relationships is a long-term commitment. It is about listening as well as persuading, and demonstrating shared purpose rather than self-interest.

Tip: Review your stakeholder map regularly. Political priorities and personnel can change quickly, particularly after elections or policy reshuffles.

Designing an effective public affairs strategy

A strategy connects your objectives, messages and actions into a coherent plan. It provides structure and ensures that your engagement is purposeful and consistent.

An effective public affairs strategy should include:

  • Clear objectives – what you are trying to achieve and how it supports your organisation’s mission
  • Key messages – concise, evidence-based arguments that resonate with decision-makers
  • Engagement tactics – the activities you will use, such as briefings, events, coalition-building or digital campaigns
  • Evaluation methods – how you will measure progress and impact

Practicality is key. A strong strategy translates ambition into action while remaining flexible enough to adapt as political circumstances change.

Tip: Always start with the “why.” Clear intent makes it easier to align your activities with your values and your audience’s interests.

Upholding ethical standards

Public trust is the foundation of effective public affairs. Ethical engagement not only meets professional standards, but also enhances credibility with policymakers and the public.

The CIPR’s Public Affairs Code and other professional frameworks provide guidance on best practice. At their heart are three key principles:

  • Transparency – being open about who you represent and why you are engaging
  • Honesty – providing accurate, evidence-based information
  • Accountability – acting in the public interest and avoiding conflicts of interest

In today’s environment, where lobbying and influence are subject to intense scrutiny, upholding these principles is essential. Responsible advocacy strengthens rather than undermines democratic decision-making.

Tip: Ethical communication builds long-term trust. Policymakers remember organisations that act with integrity and respect.

Measuring impact and learning from success

Public affairs activity should always have measurable outcomes. While not every campaign results in immediate policy change, there are many ways to assess influence, such as:

  • Increased awareness among decision-makers
  • Stronger stakeholder relationships
  • Positive mentions in debates, consultations or reports
  • Shifts in policy direction or public dialogue

Evaluation is not only about demonstrating success but about learning and improving. By reflecting on what worked and what did not, you can refine your approach and strengthen future campaigns.

Conclusion

Public affairs is about more than lobbying. It is about understanding the policy landscape, engaging the right people at the right time, and building trust through ethical, informed advocacy.

Whether you work in the public, private or third sector, these skills are essential for shaping policy and achieving meaningful change.

Westminster Insight’s Introduction to Public Affairs and Lobbying online training being held on Tuesday 4th December 2025 provides the practical tools to help you design, deliver and evaluate effective campaigns. Join the workshop to build your confidence, strengthen your strategy and make your voice heard responsibly across the UK’s evolving political landscape.

View agenda and book your place today

Course Leader

Sara McCracken is an award-winning communications specialist with more than 20 years’ experience in different areas including environment, health, education, politics, equestrian and agri-rural businesses. She has worked in a range of businesses – a trade union, charities, political party, membership organisations and an alpaca farm.

Sara has been involved in activist campaigns including smoke free workplaces; organ donation; minimum pricing of alcohol; chest, heart and stroke illnesses; care of older people; education; children and young people; mental health; and the environment. She also co-found Women in PR Northern Ireland in 2018.

Sara led the CIPR double-award winning Revive our World campaign for RSPB NI, which resulted in climate change legislation being passed in the Northern Ireland Assembly.

 

 

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