The objective of campaign consulting is the generation and transmission of political messages that aim to generate high levels of awareness and approval among specific target groups.

Campaigns are concentrated, temporary and conducted with defined goals by a campaigns team in accordance with the principles of the project management. The planning, implementation, coordination and control of a campaign are described as campaign management, which establishes the operative framework for the implementation of political forms of communication.

Flexibility and the ability to act and react in a particularly dynamic environment are the preconditions for campaign consulting. The concept of the political campaign derives from the election campaign, as well as from protest and citizens’ movements.

Following the examples of political parties, non-profit-organizations, citizens’ initiatives and trade unions, businesses too are finding new opportunities to transmit arguments and information to political decision-makers and societal opinion-formers. For this, instruments are also employed that have been borrowed from election campaign management, political marketing and advertising.


Public affairs is the strategic management of decision-making processes in the dialogue between politics, business and society. It integrates businesses, associations, interest groups and organizations into this process in the long term.


It organizes the external relations of an organization, above all, with governments, parliaments, authorities and communities. Public affairs are the representation and mediation of the interests of organizations, employees and members in a political context. This can be done either directly or indirectly, via decision-makers or opinion-formers, or via advertising and the media.


Public affair is thus not limited to the interests of business, but also embraces social, societal and other interests. The scope of public affairs reaches from the joint shaping of legislative and administrative areas of activity to active involvement in controversial public debates. In doing so, public affairs are based on the awareness that business must now operate to an ever increasing extent in the public sphere.


Policy consulting is the strategic consulting of organizations and decision makers in order to implement proposed solutions in a specific political area of activity and, in the long term, to achieve specific objectives as regards content. Political consulting presupposes a particularly high textual and analytical competence, as well as relevant academic qualifications.


Political consultancy mediates intensively between science and political practice. Strategic and operative concepts are formulated based on empirical and scientific analyses of the political field. Political consulting thus is based on knowledge of governmental strategy, as well as of the formulation, implementation, coordination and evaluation of political programs.


Refers to sharing or disseminating of knowledge and providing inputs to problem solving. It supports mutually beneficial collaborations between universities, businesses and the public sector. In organizational theory, knowledge transfer is the practical problem of transferring knowledge from one part of the organization to another. Like knowledge management, knowledge transfer seeks to organize, create, capture or distribute knowledge and ensure its availability for future users. It is considered to be more than just a communication problem. It’s all about the transfer of tangible and intellectual property, expertise, learning and skills between academia and the non-academic community. It’s also well recognised by government and funders as an important return on the UK’s investment in academic research, one that provides a significant driving force for enhancing economic growth and societal wellbeing.