This exercise will help you to explore how organizations use public affairs activities when they address issues. It also introduces some of the steps involved in identifying and analyzing the situations addressed by strategic communication plans, which will be discussed in the next two chapters.

■ First, reflect on the discussion earlier in this chapter about public affairs and the strategic role it has in organizational communication. Then return to the organization that you used for the first exercise in this chapter (see page 53)

■ From the annual report, and any other information you can find on your organization’s website, list the issues that would be managed through public affairs activities.

■ Do these issues relate to the organization’s values and business directions? Why?

■ Using a search engine, research two of the issues you’ve identified to discover what other organizations or groups are interested in them. Which groups have an interest in these issues, and why are they important to them?

■ Are the mass news media interested in these issues? Which mass news media? Why are they interested?

■ What did the organization do to address the two issues you identified? Were these activities within the definition of public affairs?

■ Why did the organization use these activities?

■ Does the organization’s annual report explain whether its activities to address issues were successful? If so, why did it say they were successful or unsuccessful?

■ Were the issues linked to the strategic directions of the organization? Why?