The impact of regulation on reputation: Why comms teams can’t ignore politics

The Online Safety Bill, the Digital Markets, Competition and Consumers Act, upcoming HFSS legislation changes, and Net Zero targets – did you factor these legislation updates into comms strategies for your business, and clients?

As made clear by the impacts of these regulations on the UK business landscape, staying out of politics is not a viable option for comms teams. Being aware of what’s happening in Westminster isn’t just a bonus skill – it’s a core competency that’s essential for risk management, opportunity spotting, and strategic counsel.

For practical advice for staying ahead in these politically-charged times, check out this round-up of advice from those in the industry successfully weaving political know-how into their brand and client strategies.

How politics permeates PR

Politics influences and intersects with every aspect of our daily lives, and this is no different for organisations.

Kerry Parkin, founder of the Remarkables, believes the issue is two-fold for comms:

‘1) Politics drives the agenda. The geopolitical world is moving faster than ever, often dictating the speed and direction of media and stakeholder conversations. Take tariffs as an example: a major political decision, well signposted in advance, can suddenly make or break something as straightforward as a tequila launch. If your product, business or brand is touched by political or geopolitical events, it must be factored into your mindset, planned for, and executed around, even through, the disruption.

2) Timing is everything. If you are pitching stories on the very day a budget lands, you can kiss goodbye to any meaningful coverage. Without political awareness, teams risk wasting opportunities and undermining credibility by being out of sync with the national conversation.’

In fact, a lack of political know-how can be poison for public relations, as Anton Greindl, director, public affairs, at the Tilton Consultancy explains:

‘Without a working grasp of the political agenda, agencies can drift away from their clients’ real priorities. If you don’t track policy and regulation, you mistime launches, miss stakeholder expectations, and risk using messages that are about to become politically toxic or legally constrained.

‘You also lose earned opportunities, such as select committee calls for evidence, regulator consultations, media windows, because you’re reacting after the fact. Policy literacy is the difference between PR being a noticeboard and PR being a strategic lever for revenue, risk, and reputation.’

Reputation could be the first casualty of a lack of awareness:

‘Without political awareness of the now and what’s upcoming, PR teams risk aligning their clients with narratives that are outdated, or even damaging,’ says Claire Crompton, commercial director at TAL Agency.

‘Politically and socially, society evolves daily – the political sphere is continuously shifting. Managing a brand must be timely in the wider context of society, without anticipating what’s ahead, PR teams are essentially navigating blindfolded.’

The role of political monitoring

While it’s impossible to be present for every PMQs, there are tools to help you keep on top of what’s happening in politics.

Laura Moss, managing partner, Parisi explains what political monitoring can do:

‘A good example of monitoring in practice came when we picked up on emerging Home Office policy proposals to ban critical national infrastructure (CNI) owners and operators from making ransomware payments.

‘We immediately flagged this to a client, the cybersecurity specialist team at a global law firm, and worked with them to provide rapid legal and policy analysis. Within hours, we were able to take their expert commentary to targeted media outlets, ensuring they were among the first voices shaping the debate. This not only positioned the client as a go-to authority on ransomware policy but also strengthened their relationships with journalists covering cyber and national security.’

Monitoring can provide the warning signs for potential crises on the horizon, believes Kerry:

‘It allows PR teams to anticipate rather than react. I saw this first-hand during my time at Costa, when Hugh Fearnley-Whittingstall launched his campaign against paper cups. At the time, we treated it as purely a media issue. What we did not realise was that the subject had been raised at Prime Minister’s Questions a month earlier.

‘Political monitoring would have flagged that in advance and given us the chance to prepare the business and the narrative more effectively.’

Another example with huge ramifications for comms and wider industries – the uncertainty around TikTok’s continuing availability in the United States earlier this year:
‘In one fell swoop, this would have disenfranchised millions of young Americans from a channel that they could identify with, and would have cost the platform and its advertising partners, and brands that rely on it, millions in revenue,’ explains Yasper founder Julian Pearce.

‘Businesses from all corners need to be aware of the threats, and the potential fragility of their relationships.’

Political awareness is needed globally, nationally, but also locally, adds Katie Nelson, director and head of construction at Cartwright:

‘Recent months and years demonstrate this perfectly with a power change in Number 10, new housing targets and national infrastructure strategies, and changing cabinets. By being tapped into that political space, we’re able to work with clients on how best to navigate changes from a communications perspective – which as PR pros, we know the role comms has to play.’

Moving from passive observation to proactive strategy

What comms teams do with the information is what makes the difference – reacting to what’s happening in the political sphere, but also taking a proactive stance:

‘On its own, data is useful,’ says Laura. ‘But the real value comes from PR consultants interpreting it and adding their knowledge and insights on the potential business impact, then advising clients on how they may or may not wish to respond. By turning monitoring into actionable insight, PR teams can help clients shape communications strategies and identify opportunities for engagement with policymakers or industry bodies.’

Anton agrees:

‘Too many consultancies follow the same pre-packaged newsletters from a narrow set of public affairs – specific outlets, which limits scope and insight. While these are extremely useful in our day to day, every practitioner should skim the key national and international papers each morning, plus at least one business title, one sector trade and the relevant regulator feeds. Go to the source, such as government portals, consultations, committees and statistical releases, rather than relying solely on pre-focused summaries. And I believe we should close the loop weekly with a short, internal, client-specific briefing that covers what changed, why it matters, and the recommended actions.’

In summary, ignore what’s happening in Parliament at your peril…

Your stakeholders will care, so should you, says Jan Christoph Bohnerth, CEO of Life Size.

‘Communications teams can and should go beyond simply tracking when a new bill or regulation is introduced. It’s now also about anticipating how different stakeholders are likely to move, and communications has an important role to play in influencing and shaping public discourse. Done well, this gives PR teams the intelligence to stay ahead, guide strategy and achieve the best possible outcomes for their clients or organisations.’

‘Those that fall short tend to be the ones cutting back in political and communications engagement,’ warns Kerry.

‘In today’s environment, that is short sighted. Now is the time to be investing in these capabilities, not retreating from them, because the political and media landscape is only becoming more complex and uncertain.’

‘The takeaway for PR is simple,’ adds Anton. ‘When politics moves, lead with substance, consistency and implementation detail.

‘Treat policy milestones like a content calendar, make your spokespeople useful to the debate, and ensure every message is anchored to actions the organisation is taking next.’

Tap into what’s happening in politics with Vuelio Political Monitoring and our Political Database. Want help with stakeholder management? Check out Vuelio Stakeholder Relationship Management.