This March marked two years since I first stepped into the world of public affairs right out of college, eager to grow my passion for politics and communication. At first, I was a fish in a new pond—curious and ready to learn. After two years of working with nonprofit and political clients alike, I can now share a few of the insights I’ve gained from my time at K2 & Co.
Information is power, and a good story is influence
We’re all familiar with the saying, “information is power,” but it’s what you do with the information that matters most. In strategic communications, getting ahead of the story is crucial to controlling the narrative—and that’s a tough task without a story people connect with.
In public affairs, there’s always a message to deliver—often backed with plenty of research and data. But data alone doesn’t move the needle. The most effective messages are tied to narratives that people can relate to and remember.
When pitching stories or shaping messaging, it’s essential to understand who the audience is, what they care about, and why. For example, in a campaign to raise awareness for healthcare legislation, we could cite endless statistics—but numbers don’t make people care. Telling the stories of patients, nurses, and pharmacists brings the facts to life and makes the message stick. A pitch to a morning show won’t land unless it paints a picture that resonates with their viewers.
Sharing a message is only the start—delivery matters just as much. For instance, you could cite that people are 22 times more likely to remember a story than a statistic, so telling a story that illustrates the data will actually make it stick. And while the medium matters, what matters more is reach. A message is more effective when it appears across emails, news stories, social media, and TV rather than a single unopened email in the spam folder.
Planning ahead
The world of public affairs is known for its fast pace and ever-changing landscape, which makes it essential for teams to be adaptable and respond quickly to new policies, breaking news, or shifting public opinion. While this requires swift action, planning ahead and preparing for crises is just as important. This is why it’s critical to stay on top of the news, keep relevant context in mind, and track different elements in the environment that could become relevant later.
Strategic communications should involve a messaging plan developed months in advance that maps out relevant dates, key locations, and possible external factors that may be relevant. For instance, a nonprofit campaign for children might center its messaging around back-to-school season, Halloween, Christmas, or exams—times when their audience is paying attention. A political campaign, on the other hand, might prioritize patriotic holidays, debates, and election dates. Each campaign should align messaging with relevant context available, looking for opportunities as they arise and anticipating possible obstacles in advance.
Analyze, adapt, overcome
Adaptability is a fundamental part of public affairs. A team often has to deal with curveballs and fastballs, but without proper practice, a home-run’s unlikely. Hence, adaptability starts with preparedness through proactive research, following key developments, and tracking legislation to understand the landscape, and continues with monitoring daily news to stay on top of the latest developments.
But adaptability also comes from reflection. What’s working? What’s not? What’s getting traction? Analyzing social media metrics, media trends, and shifting public opinion offer invaluable real-time insight that allows a team to make the right adjustments.
That said, adaptability should never come at the cost of consistency. A team should evaluate which messages to keep, drop, or evolve—but always through the lens of the client’s voice and values. For example, while a politician’s base being fired up about a viral news moment seems like a great opportunity to jump into the conversation, it could backfire if it clashes with previous messaging, contradicts values or policy positions, or involves unnecessary controversy. The key is knowing when and how to adapt—and when to stay steady.
After two years working with K2 & Co., I’ve learned the world of public relations and public affairs is about strategy, instinct, but most importantly about being prepared. It’s about understanding the situation you’re working in, knowing what story needs to be told, and finding the smartest way to tell it. With a strong team behind the scenes, messaging can influence, planning can prevent chaos, and the right story, told the right way, can have a tangible impact.
– Gustavo Gutiérrez Nidasio, Communications Specialist
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