In a world increasingly characterized by protectionism, populism and polarization, Public Affairs is becoming even more important. The second term of Donald Trump, the upcoming parliamentary elections in Germany, the war in Ukraine and China’s geopolitical aspirations are examples of how strongly international relations and domestic policy decision-making processes are fragmented. More than ever, companies and organizations need a clear communication strategy that bridges the gap between diverging interests.
The challenge of multipolarity
The multipolar world order represents a departure from traditional centers of power. Multinational companies, especially American tech giants, are increasingly operating at a parastatal level, which was previously reserved for states. This environment, in which national and corporate interests are increasingly shaping the design of international agreements and economic cooperation, is creating greater regulatory uncertainty. The following factors make it particularly difficult to navigate cultural and political tensions:
• Protectionism: trade barriers and protectionist policies (e.g. “America First”) are leading to a realignment of global supply chains.
• Populism: The increasing polarization of societies makes it more difficult to make long-term and stable decisions.
• Geopolitical blocs: The growing influence of China shows the emergence of alternative power centers, while the US is increasingly inward-looking, and Europe has yet to find its way.
Public Affairs: Proactive communication in a fragmented world
Public Affairs and PR today go far beyond traditional media relations. The challenge is to communicate the interests of companies and organizations in such a way that they are perceived and taken up by the relevant decision-makers.
1. Building trust through storytelling: Companies must communicate their values authentically and in a way that is appropriate for their target groups.
2. Dialogue with stakeholders: A focused, evidence-based approach can be used to address target groups individually and deliver relevant content with pinpoint accuracy.
3. Crisis communication: The increasing instability of the political world shows the importance of fast and transparent communication in times of crisis. Companies must protect their reputation and their survival through preparatory measures.
The role of Switzerland and Europe
European companies are often in the position of mediator. By taking a clear position, they can credibly build bridges between different views and groups. In today’s multipolar VUCA world (volatility, uncertainty, complexity, ambiguity), (corporate) communication is the key to bridging divides and promoting dialogue. As PR and Public Affairs consultants, we are ready to support your company in developing strategies that transcend cultural and political boundaries. Our expertise in building trusting relationships and targeted communication provides the basis for successfully navigating polarized times.
https://www.linkedin.com/pulse/public-affairs-fragmented-world-dr-borer-consulting-yenqf
Literature
Röttger, U., Donges, P., Zerfaß, A. (2021). Public Affairs: Strategische Kommunikation an der Schnittstelle von Wirtschaft, Politik und Gesellschaft. In: Röttger, U., Donges, P., Zerfaß, A. (eds.) Handbuch Public Affairs. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22931-3_1
Schwarz, A. (2024). Journalismus und Öffentlichkeitsarbeit. In: Löffelholz, M., Rothenberger, L. (eds) Handbuch Journalismustheorien. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-32151-2_48