Peter Ferguson, Managing Consultant at Hanson Search sat down with Daniel Gilbert, Partner at Shearwater Global, to explore what leadership in public affairs looks like today. Drawing on a career that spans Parliament, Government and agency leadership, Daniel shares his thoughts on political risk, people management, the rise of AI and what the future holds for the sector.
I was interested in politics from a young age. I vividly recall the 1997 general election – the first time I remember all the energy of an election entering conversation. During sixth form, I landed some work experience with my local MP, which led to my first job in Parliament after university. From there, I moved into agency roles and later became a Special Adviser in government. Looking back, I followed a fairly conventional route into public affairs, but I certainly don’t come from a traditional political background. What drove me in all these roles was an interest in how decisions are made and how organisations can influence them.
While policy knowledge, legislative know-how and political insight are all essential, I believe people skills are what truly creates a successful public affairs leader. It’s a people business, whether you’re managing teams, building stakeholder relationships, or advising clients at critical moments. During my time leading agency teams through complex periods, including Brexit, I learned the importance of listening, empathy and clarity of purpose. It’s not just about giving direction, but creating the conditions for others to thrive. That ability to connect and support people is, in my view, more important now than ever.
The speed of change – politically, economically and technologically – keeps us all on our toes. Over the past few years we’ve seen many of the old certainties fall by the wayside. Public affairs professionals are expected to respond quickly, while still offering long-term strategic thinking. The key is to remain flexible and forward-looking, to anticipate where thinking is heading, not just where it is now.
It’s the great truism of our age to say AI is transformational. It’s impacting the work we do, both in terms of the tools available and how clients are thinking about their own policy environment. But what will always set good consultants apart is the ability to deliver tailored, insightful advice. I believe the biggest opportunity lies in reinforcing, not replacing, the judgement and strategic thinking that consultancies offer.
It’s critical for public affairs to have a voice at board level, whether that’s a board seat or access to senior leadership. In my experience, the most effective organisations are those where the C-suite genuinely understand the value of political engagement and reputation management. You often see this play out in real time during a crisis, but the trick is to get the public affairs right before the crisis hits. In many cases, the lesson learned in a crisis scenario is that earlier investment could have made a difference. And that’s not just about lobbying, it’s about the long-term licence to operate.
We’ll see a continued shift toward integrated, insight-driven public affairs strategies. Campaigns need to be evidence-based and globally aware. Political issues no longer stop at borders. Whether it’s trade or tech regulation, global dynamics increasingly shape policymaking. Good campaigns also need to be based on solid insight. Policymakers are under huge time pressure and scrutiny, so the advice we give must be sharp, relevant and underpinned by strong analysis. Agencies and in-house teams are investing more in research and analytics, and rightly so.
Don’t be afraid to ask for advice. I benefited enormously from people who gave me their time and guidance when I was starting out, and I try to do the same where I can. Public affairs is a small world. Someone you meet early in your career could be on a ministerial team or leading a corporate affairs function in a few years. Be respectful, be helpful and stay in touch with people.
Whether you’re hiring top Public Affairs talent or considering your next career move, our team would be delighted to support you.
Peter Ferguson is Managing Consultant in the public affairs Practice, supporting some of the world’s most renowned communications consultancies, boutique public affairs agencies and global in-house clients.
Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search in communications, sustainability, public affairs and policy, digital marketing and sales.
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