Why should private companies engage in political communication? A good question, given that the issue of corporate lobbying has been discussed more and more critically in recent years. We are convinced that any enterprise has to deal with the political context of its own activities. Hence, communicating with politics is a must-do for anyone who wants to be successful in business. Of course, it is vital not to simply do it, but to do it RIGHT.

Through our work for a wide range of different clients we have gained many insights into the mechanisms of political decision-making and businesses’ motivations to foster dialogue with politics. We are certain that effective political communication has always been – and always will be – a key prerequisite for successful business: Therefore, we have summarized our insights in seven theses:

Political Communication is important because...

… any enterprise is a ‘public’ enterprise!
Every firm is part of a public and political environment which has a direct impact on its business activities. Corporate success therefore depends on the interrelations between business, public and politics.

… it’s better to play along than to be the pawn!
Constant communication with politics enables companies to exert positive influence on their political environment. In doing so, they serve their own interests and those of their stakeholders.

… it’s not enough to watch the news!
Politics never sleeps. Therefore, it is essential to constantly and systematically monitor and analyse the political situation and to seek contact with relevant political actors in order to keep up-to-date. For an edge in knowledge is an edge in competition.

... communication requires a common language!
Politics, civil society and business do not speak the same language: Language barriers hinder communication between these spheres. Through Public Affairs these barriers can be overcome in order to establish a fruitful dialogue.  

… public affairs is part of any good marketing strategy!
Political communication is also an opportunity for customer acquisition and retention. Hence, it helps to keep – and gain – market shares.

… a good reputation is not accidental!
Effective reputation building demands from companies to illustrate and justify their activities for an interested audience. Thereby, they present themselves as advocates of the public good.

… companies are also ‘citizens’!
Through responsible lobbying economic actors participate in the political decision-making process in a modern democracy and demonstrate their commitment to the common good. Political communication is not merely a voluntary exercise but, in fact, an ethical duty.