Is your public affairs strategy built for the Wales of 2026?

If your organisation’s public affairs strategy hasn’t changed since the Senedd election, it may already be out of date.

The political landscape in Wales has shifted significantly. A new Government, an expanded Senedd and changing political priorities mean organisations need to think differently about how they engage with decision makers.

Public affairs has never been about simply responding to policy announcements. It is about understanding where decisions are being shaped, building relationships with the right people and making sure your organisation has a voice at the right time.

The question is, does your current strategy reflect the Wales of today?

The rules have changed

For more than two decades, many organisations became comfortable navigating Welsh politics.

They knew who to speak to, understood how decisions were made and built long standing relationships with ministers, Members of the Senedd and civil servants.

The 2026 election has changed much of that.

The expansion of the Senedd, a new ministerial team and different political priorities have created a very different environment. Organisations that continue to rely on yesterday’s assumptions risk missing tomorrow’s opportunities.

Public affairs is about more than politics

Many people think public affairs is only relevant to organisations with dedicated government relations teams.

In reality, every organisation that is affected by legislation, funding, planning, regulation or public policy should be paying attention.

Whether you’re a housing provider, manufacturer, university, charity, healthcare organisation or growing SME, political decisions shape the environment in which you operate.

Having a clear strategy helps you move from reacting to change to preparing for it.

Time for a strategy health check

The election presents an ideal opportunity to review your approach.

Ask yourself:

• Do we understand the priorities of the new Welsh Government?
• Are we engaging with the right ministers, Members of the Senedd and committees?
• Have we updated our stakeholder map?
• Are our key messages aligned with current government priorities?
• Are we engaging early enough to influence thinking rather than simply responding to decisions already made?

If you haven’t reviewed these questions recently, now is the right time.

Relationships remain important

Strong relationships will always matter.

But relationships alone are no longer enough.

Today’s political environment requires organisations to understand how influence is changing, identify emerging voices and adapt as new priorities develop.

That means looking beyond familiar contacts and investing time in understanding the broader political landscape.

Start before you need to

One of the most common mistakes organisations make is only engaging when they have an immediate issue to resolve.

The most effective public affairs strategies are continuous.

They build trust before decisions need to be made.

They provide evidence before consultations begin.

They contribute ideas rather than simply responding to proposals.

By the time a policy reaches public consultation, many of the key conversations have already taken place.

Public affairs should support your business strategy

Your public affairs strategy shouldn’t sit in isolation.

It should support your wider organisational goals, whether that’s securing investment, influencing policy, growing your sector, strengthening partnerships or improving your reputation.

When your political engagement is aligned with your commercial objectives, it becomes far more than networking. It becomes a strategic advantage.

Looking ahead

The organisations that thrive over the next five years won’t necessarily be those with the strongest existing political connections.

They’ll be the ones that recognise change early, understand the new landscape and adapt their approach accordingly.

The Wales of 2026 looks different.

Your public affairs strategy should too.

How Effective can help

At Effective, we help organisations understand the changing political landscape in Wales and turn that understanding into practical action.

Whether you need to refresh your stakeholder engagement, develop a public affairs strategy, identify key political influencers or better align your organisation with government priorities, we’re here to help.

Get in touch with our public affairs team to discuss how your organisation can build a public affairs strategy that’s fit for the new Wales.