The future of public affairs: Adapting to Canada's political changes with innovative strategies

As Canada prepares for a pivotal electoral year, with provincial and federal elections set to take place, the public affairs industry finds itself at a critical and challenging juncture. As governments change and voter behaviour shifts, we must modernize traditional strategies using new tactics to effectively engage with diverse stakeholders and influence policy.

Three major trends that are leading the way forward

Digital and experiential marketing tactics

With a rapidly evolving digital and media landscape, there is a growing need within the industry to move beyond traditional campaign tactics. This shift requires a willingness to explore non-conventional approaches and integrate them into a broader strategy.

While marketing and consumer public relations have long incorporated innovative tactics, such as digital engagement and experiential marketing, the public affairs sector has often remained anchored in more traditional strategies, especially in Canada. When attempting to influence outcomes and behaviour, it’s helpful to understand that the public affairs world has more in common with marketers than previously thought. Influence is about connecting with people at a human level.

For example, marketers have used influencer marketing successfully for a number of years and it is now becoming essential in the political realm as well. This was apparent in the 2024 U.S. election (dubbed the “podcast election”), demonstrating its potential as a powerful tool for engagement and persuasion with specific audiences.

Rise in political polarization

Voters are gravitating towards the extremes of the political spectrum, and away from the centre, which is transforming the political landscape. This polarization is accompanied by a record low trust in institutions, as demonstrated by a recent report by Gallup.

A recent survey by Pew Research Center, shows this distrust is most prevalent among right-leaning voters, with only 11% reporting trust in the federal government as opposed to 35% of left-leaning voters. Of course, this complicates efforts to capture accurate polling or research data, as voters with low trust in institutions are less likely to respond to polls.

In this polarized environment, the importance of multipartisan strategies cannot be overstated. It is critical that public affairs professionals and organizations engage effectively with all sides of the political spectrum now more than ever. Meeting early and often with members of all parties is key. Ensuring a non-partisan approach allows organizations to foster dialogue and build trust across diverse political landscapes.

Anti-lobbyist lobbying

The emergence of anti-lobbyist sentiment in Canada doesn’t mean the end of lobbying; instead, it underscores the necessity for more intelligent and nuanced strategies that align advocacy efforts with the everyday realities faced by Canadians.

In this evolving context, it is crucial for public affairs professionals and organizations to approach government with more than just the asks and problems, but with well-crafted solutions demonstrating a strong sense of public support or benefit. This requires the integration of subject matter expertise to offer the government insights that extend beyond the confines of what is typically seen and heard in the bubble of government.

By bringing issues and their corresponding solutions to life, public affairs professionals and organizations can effectively bridge the gap between policy asks and the tangible needs of the public, fostering a more constructive and impactful conversation with government.

So, what does this mean for your business or organization?

Businesses and organizations must be prepared to adapt their public affairs strategies to remain effective and relevant. This means being willing to step outside of traditional comfort zones and explore new tactics and approaches that align with the changing political and social environment like digital advocacy.

By embracing change, incorporating diverse perspectives, and crafting solutions-oriented approaches, organizations can effectively engage with stakeholders, influence policy, and achieve their advocacy goals.

For more information on budget consultation participation and crafting an effective advocacy campaign, reach out to NATIONAL’s Public Affairs team.