But here’s the twist: today, those worlds are completely intertwined.
Politicians read the news. Consumers follow political decisions. Local communities talk to both. And the boundaries between public debate, media coverage, and regulatory action are thinner than ever.
When organisations treat PR and PA as silos, they end up with fragmented narratives, diluted influence and missed opportunities.
At Brum Smith, we see things differently. We believe that the most effective strategies are those that merge both disciplines, where storytelling fuels advocacy, and advocacy amplifies storytelling.
Whether you’re trying to:
- secure a permit for a new plant or renewable project
- influence an upcoming regulation
- engage local authorities or community stakeholders
- or simply strengthen your license to operate
You need to convince both the public and the people in power.
Public relations builds awareness, empathy, and trust.
Public affairs turns that trust into action, dialogue, and long-term impact.
When both work in sync, you’re not just “getting your message out”: you’re building alignment across audiences who can make or break your business objectives.
Imagine you launch an awareness campaign that hits the national news agenda. That story doesn’t just reach the public: it lands on policymakers’ desks.
Likewise, when you engage political stakeholders, your messages carry more weight if the broader public conversation already recognises your cause.
That’s the power of integration.
PR makes the topic human and visible.
PA makes it real and actionable.
Together, they shape reputation and policy: two sides of the same coin.
Sepsis, often called the silent killer, is one of the leading causes of death in hospitals. Yet, few Belgians even knew what it was. Together with Sepsibel, we set out to change that.
Our approach combined public relations and public affairs from the start:
- We built a powerful human story around Ilse Mafait’s sepsis experience.
- We ran a national survey with iVOX to reveal just how little the public knew about the disease.
- And we activated both media and institutional audiences simultaneously — ensuring that the issue couldn’t be ignored.
The results spoke for themselves:
- 51 media articles across print, TV, and radio, reaching over 19 million people.
- 40 more stories based on the survey data, hitting a 6.2M audience.
- And most importantly: the Belgian Minister of Health took notice, requesting a formal report and initiating work on a national action plan for sepsis.
That’s the kind of ripple effect you get when communication stops being just communication — and becomes influence with purpose.
We don’t believe in silos. We believe in synergy. The brands and leaders who shape the next decade are those who connect all their circles of influence, from journalists to policymakers to citizens.
At Brum Smith, we call that earning a lasting reputation.
