As the world's economies grow more interdependent, public affairs is crossing borders it has never reached before, and practitioners find themselves negotiating rather unfamiliar terrain. In the July 12 issue of the Journal of Public Affairs, Public Affairs Council Senior Advisor Fruzsina M. Harsanyi and Susan Schmidt, a managing director of the ManattJones Global Strategies consultancy, provide a compass for executives who find themselves in foreign — or even uncharted — territory.

"Public affairs, as practiced in developed democratic political and economic systems, presumes a political culture that is generally supportive of business participation in the policymaking process," write Harsanyi, an adjunct faculty member at Georgetown, and Schmidt, also a partner at Manatt, Phelps & Phillips.

PA professionals operating in an emerging economy, therefore, "must begin with an understanding of the broader legal, economic and cultural environment in which government decisions are made, as well as the evolution of the system."

Some key takeaways, excerpted from the piece:

Look Both Ways at the Intersection of Politics and Economics

It is not enough to observe the formal political structures of government. ... [For example, consider the following:] Does political power stem from a party or an individual? ... Is the legislature a co-equal branch of government or a rubber stamp for the executive? ... Is the judiciary independent?

The status of diplomatic relations between countries will factor into the receptiveness to your specific business advocacy efforts.

Mind Your Legal Matters

Although there are laws, they may not be applied equally.

An executive branch is more likely to set a legislative agenda in a parliamentary system as the "leader" of the dominant party or a vested coalition than in a presidential system.

Brush Up on Your Culture

In a culture unaccustomed to PA, the first PA outreach will be very visible, even if routine. An initial misstep can make a lasting impression.

In the USA, a letter to members of Congress is an accepted advocacy tactic. In other countries, would a written letter imply a level of confrontation and preclude other approaches or further discussions pending a written response? On the other hand, could a decision not to pursue a public letter be interpreted to be a way to obtain a back-door favor?

In some countries, politics and business legally and openly coexist. In China, being a legislator may be a part-time activity. ... In Mexico, an elected representative can represent clients before legislative committees on which the person sits.

Build a Coalition

Business or trade associations may be the accepted, and most common, policy interlocutors of business communities. ... As a social forum, an association (much like a private club) may provide the entrée to those that influence government and make policy.

PA outreach in the headquarters country can engage relevant officials to raise [issues] through interactions with their foreign counterparts or in the headquarters country (usually an embassy or ... visiting foreign government officials).

Academics may be powerful spokespersons.

The company can retain an outside consultant who is trustworthy, respected and knowledgeable to introduce the policymaking environment and the PA professional into it.

Tend to Your Grassroots

By calling on their employees or members, companies and labor unions, trade associations and NGOs can use grassroots campaigns to amplify their message. ... A message sent to government by ordinary citizens ... is a powerful PA tool.

Know Your Audience and Tailor Your Message Accordingly

The company not only needs to understand its issues but also needs to understand the audiences. A major difference between a developed and emerging market often is ambiguity in decision making. ... In that environment, the PA professional must map decision-making processes and key stakeholders with greater breadth and depth to encompass a broader, and sometimes more nuanced, range of possible decision influencers and decision makers.

The PA professional needs to understand how to translate the business's objectives in terms relevant to the interests of those people or institutions that matter to the business.

To access the full practitioner paper published in the Journal of Public Affairs, click here. (Registration required.)