ABSTRACT
The importance of Public Affairs is increasing together with globalisation. Lobbying is a government-oriented advocacy service.. Public affairs mean managing a broader range of relationships with regulatory, political, and social stakeholders in order to promote the company interests. With this regard, stakeholder management is a critical key success factor for any company. Artificial intelligence and big data insights will allow mapping the targets, to analyse, to manage and deliver differentiated contents. The new platforms of influence and entertainment, in a 24/7/365 connected, multichannel mood, require increasing attention to corporate reputation management, which is strongly linked to corporate identity and corporate image. Corporate identity is related to the values and belief system of the company. Corporate image reminds how the external world perceives the brand. Corporate reputation depends on an assessment related to an organisation’s historical and future performance over time. Risks, issues, and crisis management are critical because of their impact on the corporate reputation and image. Communications and public relations should hold strategic and central positions in cooperation with marketing in order to develop a new integrated strategic framework of digital PR.
Key finding: public relations and public affairs aim at engaging stakeholders through 24/7/365 omnichannel platforms.
