For a long time, the value of a strong public affairs professional was measured by their ability to understand the policy landscape, navigate institutions, build relationships and influence decision-making.
These capabilities remain fundamental. But across Europe, political uncertainty, shifting alliances and geopolitical tensions are making it ever harder for businesses to separate political developments from commercial strategy. A change in government can reshape regulatory priorities, investment decisions and market conditions.
As a result, the question companies ask their public affairs teams is changing. It is no longer just “How do we influence this policy?” but “What does this political development mean for our business, who will have influence next and how should we position ourselves?”
The growing importance of political intelligence
Political developments rarely follow institutional or geographical boundaries. A change of government in France can shift the European debate on industrial and defence policy, where Paris has been a leading voice for a ‘Made in Europe’ approach. A change in Germany’s priorities can influence discussions on competitiveness, energy or the EU budget.
Political intelligence means understanding what lies behind political decisions, identifying emerging centres of influence and anticipating scenarios and their implications for business. Equally important is knowing what is unlikely to change, and distinguishing political rhetoric from genuine intentions and realistic outcomes.
A different profile of public affairs professional?
The traditional foundations remain essential: policy knowledge, institutional understanding, stakeholder relationships and advocacy experience. But increasingly, they need to be complemented by geopolitical awareness alongside strategic and commercial thinking. Similarly, professionals need the ability to read geopolitical trends and translate them for senior leadership: which risks the company should protect itself against, and which opportunities it could seize.
From a talent perspective, I believe this creates an interesting shift. Companies may start to look beyond traditional public affairs backgrounds, towards profiles from political advisory, government, ministerial offices or political risk consulting, particularly when this experience is combined with a strong understanding of corporate environments.
This does not mean that traditional public affairs professionals will become less relevant. Rather, the most interesting profiles may be those who combine policy expertise with a broader political and strategic perspective.
These developments also raise new questions about how teams are structured. Will political intelligence become a defined responsibility within corporate affairs? Will public affairs leaders take a greater role in advising boards? Or will companies seek more hybrid profiles?
Beyond the next election
With national elections in France, Italy and Poland in 2027, alongside votes in Finland, Greece, Slovakia and Estonia, businesses will have to navigate changing political priorities and potentially new relationships between national governments and EU institutions.
For public affairs professionals, this is an opportunity to demonstrate the value of their function beyond traditional advocacy. Ultimately, the future of public affairs may not be about moving away from policy influence, but about expanding what influence means.
Influencing decisions will always be at the heart of public affairs. But the ability to anticipate geopolitical change, from national elections to global tensions, and to translate it into business implications is becoming just as valuable. This is reshaping the role of public affairs within companies, and elevating it closer to the board. And it may well be where the next evolution of public affairs talent takes place.
Hanson Search Group is a global talent consultancy providing executive search, recruitment and leadership advisory services. Built on more than twenty years of trusted relationships, we operate as a connected global platform of specialist practices with expert consultants embedded in key markets. Our specialist practices include corporate communications executive search and public affairs executive search, where we partner with organisations to appoint the leaders guiding their reputation.
Barbara Ozanon leads Hanson Search’s European team, combining multilingual expertise and deep local market knowledge to deliver exceptional talent solutions across communications, public affairs, digital marketing, sales, and sustainability. She also heads the firm’s European Affairs desk, partnering with senior candidates and clients in public affairs, government relations, regulatory affairs, and public policy.
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