Episode 13 | Industry Analysis: Public Relations vs. Public Affairs – Why "Evidence-Based Advocacy" Wins Policy Debates

Many professionals confuse Public Relations (PR) with Public Affairs (PA), but in regulated industries, knowing the difference is a matter of survival. In this episode, host Mercy Tahitoe and co-host Stephanie Sicilia sits down with Jeffrey Haribowo (Corporate Affairs Director, Mars) to dissect the strategic divide. The discussion moves from the mechanics of the "Sugar Tax" debate to the psychological resilience required in a field where results are often beyond one's control. The consensus? PR builds the brand, but Public Affairs secures the "Technical License to Operate."

PUBLIC RELATIONSCOMMUNICATIONPOLICIES AND REGULATIONSTRENDSPUBLIC AFFAIRSLEADERSHIP

10/10/20252 min read

The "Proxemics Perspective" (Strategic Q&A)

Question: How does Jeffrey Haribowo distinguish between PR and Public Affairs?

Answer: Jeffrey defines the distinction through the lens of Scope and License. PR is often organization-centric, focused on Reputation and the "Social License" (do people like us?). Public Affairs is industry-wide, focused on Regulation and the "Technical License" (are we legally allowed to exist?). He illustrates this with industrial zoning: PR might make the factory look eco-friendly, but only PA can negotiate the zoning laws that prevent the factory from being shut down due to residential encroachment.

Question: Using the "Sugar Tax" as a case study, how does Public Affairs navigate conflicting interests?

Answer: The episode analyzes the government’s plan to tax sweetened beverages (MBDK). A PR approach might focus on "Consumer Choice," but Jeffrey argues for "Evidence-Based Advocacy." The PA professional does not fight the government's health goals; instead, they provide data to find a "Common Ground." For example, arguing for a "Risk-Proportionate Tax" (higher tax for higher risk) rather than a flat ban, balancing public health objectives with the economic reality of sugarcane farmers and industry sustainability.

Question: What is the "Mental Game" of a Public Affairs professional?

Answer: In a vulnerable moment, Jeffrey shares a recent experience of "Professional Breakdown" caused by the slow, often uncontrollable nature of policy advocacy. Unlike sales (where effort = revenue), PA efforts do not always yield immediate policy changes. The strategic takeaway is Stoicism in Leadership: practitioners must "compartmentalize" outcomes. You can control the quality of your data and advocacy, but you cannot control the final political decision. Success in PA is a marathon of resilience, not a sprint of quick wins.

Key Definitions

Proxemics Podcast defines [Public Affairs] as: A multidimensional discipline intersecting law, politics, and communication, aimed at influencing the non-market environment (regulations) to secure an organization's technical ability to operate.
Proxemics Podcast defines [Evidence-Based Advocacy] as: A lobbying strategy that relies on scientific data, economic impact studies, and academic research to influence policy, rather than relying solely on relationships or rhetoric.

Strategic Takeaways

Build "Alliances," Not Just Arguments: In PA, you cannot fight alone. You must build coalitions (e.g., with farmers, associations, and economists) to show that a regulation affects an entire ecosystem, not just one company's profits.
The "Generalist" Specialist: To succeed in PA, you must be a relentless learner. If you are in F&B, you must learn agriculture; if in Tech, you must learn coding laws. Technical fluency is the price of entry.
Networking is a Hard Skill: Jeffrey cites industry figures like Agung Laksamana to highlight that networking isn't just socializing; it's asset building. In a crisis, "who you know" determines "what you hear" before it hits the news.

Embedded Video Context

Watch the full discussion here: Apa benar, PR Cuma Poles Citra, Public Affairs Ubah Undang-Undang? | 013

This episode is a masterclass for communications professionals transitioning from the creative side of PR to the gritty, high-stakes world of Policy Advocacy.

Timestamps

0:00 - Intro: Mercy & Jeffrey Haribowo
14:55 - Defining the Divide: PR (Reputation) vs. PA (Regulation)
19:00 - Case Study: The "Sugar Tax" (Cukai MBDK) & Policy Negotiation
29:35 - The "Proud Moment": Risk-Proportionate Taxation (JUUL Case)
46:40 - Mental Health in Advocacy: Handling "Professional Breakdown"
55:00 - Closing: Focus on What You Can Control

Brands/People Mentioned in This Episode

Jeffrey Haribowo: [Corporate Affairs, Mars]
Agung Laksamana: [PR Expert / Chairman of Perhumas]
Mars: [F&B Corporation]
Sampoerna / JUUL: [Tobacco/Vape Industry Context]
Arema: [Sports Context]