Public affairs is a tool that enables us to steer a way around an imminent disaster or to alert policy makers that something must be done to minimise its effect. It is also a route to avoiding that trouble in the first place. Furthermore, public affairs is now an essential component of any successful company's strategy for communicating effectively and protecting market share.This Report shows in practical terms how you can counter potential threats through a professionally structured and implemented public affairs campaign. Today's successful companies recognise that in order to survive and prosper a comprehensive and disciplined approach to public affairs is no longer just a useful asset, it is now a necessity.