How can businesses, charities, civic organizations, and other groups encourage change in their communities and governments? A public affairs consultant may be able to help these organizations using many strategies and communication efforts. One of these tools might be advocacy where the public affairs consultant can influence the public and government officials to enact change which benefits the organization or the community itself.

Public affairs describe how businesses, charities, associations, and other groups can relate to their shareholders and those who might influence public policy related to that organization. Those who are employed to handle public affairs relationships can engage shareholders on policies and research data which affect the internal relationships of the organization. Public affairs experts can also dialogue with community and government policymakers to dialogue develop and improve public policy. A public affairs specialist may educate shareholders, do research on policies that can affect the organization, develop strategies for policy development, or suggest a course of action related to one or more policies. Lobbyists can be considered a type of public affairs consultant but the realm of public affairs is generally considered much wider in scope and activity. While lobbyists seek to communicate with public officials, a public affairs expert can communicate on many issues between those within their organization, the public, other organizations, and public policy makers.

Advocacy can be considered any number of communication activities which seek to inform and persuade individuals and entities in order to effect change. A cause or principle usually drives advocacy initiatives toward a goal which has changed social, economic, or political policy and public opinion. Advocacy can be used as a tool within public affairs to enhance the relationships between organizations, governments, and the public. Because a number of communication channels can be used, advocacy campaigns can be perceived as positive and instructive by the public. Advocacy initiatives can be done by community individuals, businesses, charities, or any other organization. Advocates often aim to be thoroughly educated on the topic for which they advocate. This can include primary issues, secondary issues, opposing arguments, possible consequences, and any other issue which might arise related to the primary issue.

Advocacy can be a tool of public affairs specialists to enact change on one or more issues which directly relate to the organization they represent. Companies can hire public affairs consultants to inform the public and policymakers about advocacy initiatives which are inspired by their organization or which can negatively impact the organization.