Public Affairs refers to the process of maintaining a favorable image and building beneficial relationships between an organization and the community, groups, and people with whom it does business.

This achievement of a favorable image focuses on gaining public attention for activities, actions, and initiatives with media relevance to the organization's stakeholders.

Public Affairs seeks promoting organizations, products, services and brands. But activities under this axis also play an important role in identifying and building relationships with influential individuals and groups, with responsibility for shaping perceptions of the sector or market in which an organization operates.

These stakeholders can be individuals or groups with an interest in the organization's affairs, including shareholders, employees, partners, and customers, but also government officials, local community leaders, and trade associations, think tanksThe company's main activities are in the media, business groups, charities, trade unions, and the media.

The work of Public Affairs combines the establishment of communication actions with the public sector, the media, the management of corporate and social responsibility issues, information dissemination, and strategic communication consulting aimed at enhancing the organization's recognition, reach, and reputation, finding spaces of understanding with stakeholders.

This area makes use of a set of tools, maintaining a contact channel with journalists who regularly cover news about the sector; the publication of general information - annual reports, newsletters, articles and white papers - providing more detailed data on a topic of interest; identifying and building relationships with influencers that help form opinions in the marketplace about the company and its offering.

When an organization is faced with a public emergency or crisis situation, Public Affairs plays an important role in strategizing and managing communication with various segments of the public to mount an effective and appropriate response and minimize damage to its public image.