Folk devils and moral vigilantes – The occupational branding of public affairs consultants and the management of stigma

Abstract

Public affairs is a rising field of practise; at the same time, it is reputationally complicated. In view of the widespread concern about the impact of its practise on democracy, this study explores how practitioners construct an occupational identity and present their occupation as meaningful to a wider audience. Using the concepts of occupational branding and stigma management communication, the study unpacks how practitioners manage and understand the stigma associated with their occupation and how the meaning of public affairs work is negotiated, described and framed. Drawing on interviews and free-text answers from a nationwide survey of public affairs consultants, the study illuminates how practitioners utilise a variety of strategies while engaging with and navigating the stigma, as well as the societal and historical discourses associated with their profession. Further, the findings show that practitioners are in no rush to reconfigure their image and instead have found productive ways to live with taint and tensions. These results open for debate not only the professionalisation project of public affairs but also the implications that keeping the status quo has on the development of democratic society.