The Public Affairs Skills Gap: What the Industry Needs Now

The public affairs industry is evolving fast, but Public Affairs talent isn’t keeping pace. Or so it seems. As the industry grapples with constant regulatory change, digital transformation, and a seemingly endless cycle of global crises, the demand for future-ready professionals has never been greater. Employers aren’t just looking for policy expertise anymore, they want strategic thinkers, crisis communicators, digital natives.

The problem? These candidates are in short supply. This isn’t about a lack of people. It’s about a mismatch between what the industry needs and the capabilities currently on offer. In the UK, over half of PR and public affairs recruiters say they’re struggling to fill roles due to a shortage of key skills. And across the EU, three in four employers report the same issue — particularly in high-stakes areas like trade, defence and geopolitics. That’s why, Public Affairs organisations must work with recruitment experts to prioritise skills for the future and close the existing skills gap.

The role of Public Affairs recruiters

Expert public affairs recruiters are central to solving this challenge. Beyond simply filling roles, they can help organisations sharpen their expectations, expand their view of what a strong candidate looks like, and develop talent strategies that balance short-term needs with long-term capability. “We’re increasingly advising clients to look beyond linear career paths,” says Peter Ferguson, Managing Consultant, Public Affairs and Policy at Hanson Search. “Some of the most impactful public affairs professionals we place have a broad, rounded comms skillset that spans media, digital and data. What they share is strategic thinking, adaptability and a strong grasp of the political landscape.” There’s also growing interest in internal upskilling. “Clients are asking how they can future-proof existing teams,” says Janie Emmerson, Managing Partner and Global Public Affairs Lead at Hanson Search. “That means investing in digital tools, scenario planning and even coaching to strengthen strategic communications under pressure.”

With the right support, it’s entirely possible to close the public affairs skills gap, but first, organisations first need to understand the skills and expertise that matter most right now – and why they’re so critical.

Crisis management in Public Affairs: A key capability

In today’s fast-moving landscape, crisis management in public affairs is no longer a niche skill, it’s essential. Political upheaval, reputational risks, regulatory shifts: these are no longer once-in-a-decade events. They’re happening constantly. And yet, many public affairs teams remain underprepared. “Often candidates don’t have formal training in managing crises,” says Janie. “We see that especially in teams where policy has traditionally been seen as separate from corporate reputation or communications. That divide no longer works.” As global uncertainty grows — from US elections to shifting EU alliances — the ability to respond strategically and calmly under pressure will define top-tier talent.

Cross-sector fluency as a competitive advantage

Another key shift is the rising demand for professionals who can operate across multiple policy areas. Whether it’s digital regulation, defence, sustainability, or trade, clients want candidates who can adapt, contextualise and communicate effectively across domains. “It’s important for public affairs professionals to know how to work across multiple sectors at the same time and to have varied expertise to adapt quickly to changing markets,” says Barbara Ozanon, Partner and Head of Europe at Hanson Search. “In Brussels, for example, we’re seeing consultancies expand their teams with specialists in geopolitics and defence to meet emerging client demands.” This kind of agility is becoming a competitive advantage both for organisations hiring, and for professionals building their careers.

Strategic foresight and regulatory fluency

Employers are also prioritising strategic foresight. The ability to anticipate political developments and proactively guide organisational strategy, rather than simply react to events, is key. That’s paired with a growing need for regulatory fluency. Professionals must be able to navigate fast-evolving policy landscapes and help internal stakeholders understand how regulation impacts the bottom line. “This is especially important in sectors undergoing rapid transformation, like tech or financial services,” says Peter. “Organisations need public sector comms professionals who not only understand today’s rules, but can also spot what’s coming next.”

Digital and data literacy in Public Affairs

Digital engagement and data analysis have become fundamental to modern public affairs work. From stakeholder mapping to AI-powered policy monitoring, public affairs professionals must now blend traditional skills with digital confidence. “Digital and data literacy is now non-negotiable,” adds Janie. “Clients are asking for candidates who can work with analytics tools, understand audience segmentation and communicate effectively in digital-first environments.” And as AI adoption accelerates, that bar will only rise.

Bridging the gap with smarter recruitment

The public affairs skills gap isn’t insurmountable. But it does require a proactive approach. Whether it’s rethinking job specs, upskilling internal teams, or broadening the kinds of candidates considered, forward-thinking organisations are using this moment to evolve. Success in public affairs is no longer just about policy expertise. It’s about adaptability, strategic insight and the ability to operate across complex, shifting landscapes.

At Hanson Search, we help clients stay ahead of change by connecting them with public affairs professionals who bring not just standout experience, but futureproof skills. To find out how we could support your public affairs organisation, please get in touch with our public affairs team.