Posted In: PR by
Corey Kitchener-Perris,
July 17, 2026
By Corey Kitchener-Perris, Head of PR
Public affairs can sound like something that lives behind closed doors in Westminster, far removed from the product launches, influencer briefs and campaigns that form the everyday work of a primarily B2C PR practice.
It can certainly feel that way, which is why the Public Affairs Action Group Breakfast, organised by the Alliance of Independent Agencies, was such a useful reminder of how closely the two disciplines overlap.
The session showed how some straightforward public affairs practices can make client strategy considerably sharper. Take Hansard, the free, searchable record of Parliamentary debate. Keeping an eye on sector mentions as they land can show us which issues are moving up the political agenda, where scrutiny may be heading and what future legislation could mean for clients and their industries.
That matters to consumer PR because politics does not stay in Whitehall alone. Decisions made by government eventually reach shop floors, household budgets and purchasing decisions. They shape what consumers care about, what journalists question and what brands can credibly say.
Used properly, this intelligence is not simply defensive. It can help campaigns do more good.
A brand planning a consumer-facing CSR programme, for example, can look beyond a worthy but generic activation and understand where public need, policy priorities and the brand’s ability to make a difference genuinely meet. The result is work that is more relevant, better timed and far harder to dismiss as purpose-washing.
There is an especially interesting moment ahead. As I write, Andy Burnham is on course to become PM next week. Predicting the priorities of any incoming administration involves a degree of speculation, but domestic policy, further devolution and the cost of living look likely to feature prominently.
For teams working primarily for retailers and consumer brands, that final point matters enormously. Affordability, value and living standards already influence almost every brief. Political decisions can quickly change the context and any changes our next PM implements could quickly shift the dial as to where target audiences are saving, spending and (please!) splurging.
At Boutique, we already monitor the news agenda closely across our clients’ sectors. Adding a public affairs lens allows us to up the ante. It gives our teams deeper political, policy and economic context, helps us spot risks and opportunities earlier, and ensures campaigns reflect the real-world pressures facing both businesses and their customers.
Consumer PR does not need to become public affairs. But it would be properly daft to ignore it.
Want campaigns that connect culture, consumer behaviour and the wider policy landscape? Talk to Boutique here about building communications that are relevant now and ready for what comes next.
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