Germany: public affairs reinvented

AbstractReunification, growing international exposure and the move of the capital from Bonn to Berlin are not merely milestones for the major changes that have occurred in German politics since World War II. They are developments that have profoundly affected and continue to affect political life in Germany. The way that political, civic and economic interests engage with the political system has changed, and this raises the question of what public affairs is and can achieve in this context.As practitioner the author observes four main trends. First, public affairs is increasingly being understood in terms of the meaning of the German word ‘Gesellschaftspolitik’. Second, the changing nature of how political issues are being communicated demands a growing expertise from all the players involved. Third, the general feeling among organisations for ‘need to do something political’ does not yet correspond with a specific demand for public affairs services. And last, a market for high profile consultancy‐led public affairs services is still in the making.Public affairs practitioners in Germany will be key in shaping and developing the profile of public affairs as a serious discipline with services and expertise, maturely tailored to local market needs. Copyright © 2002 Henry Stewart Publications