I enjoyed reading Peter Bingle’s account of the steps he takes to win new public affairs clients, from visits to the opera and theatre to knowing the right restaurants and wines. It’s clearly his personal touch which has won him the contracts he bid for, but having fun too has been part of it.

“I once won a huge piece of business because I spoke to the prospective client’s secretary and discovered that he adored a particular sauvignon blanc from Stellenbosch. It delivered me a new client worth around £100k in fees.”

He must surely be the Max Clifford of the public affairs industry!

“I have also won lots of business because prospective clients experience first hand that their public affairs adviser really can be best in class and best fun at the same time.”

His success extends to winning the trust of politicians when they feel they have nobody else to turn to: “Over time we become very close to many of our clients. Often we are their most trusted advisor. On many occasions this leads to a close friendship. Never underestimate the importance of relationships in the public affairs business.”

Like Peter, I get a great buzz out of working with politicians and share his sense of awe of being in Westminster surrounded by centuries of political history, as well as the modernity and cosmopolitan feel of Brussels, though I don’t have his vast expense account! However, I do share his passion to succeed in this field.

“If you don’t love politics and by implication politicians then public affairs is not for you. Politicians are special people and we are privileged to deal with them on a daily basis. I still am in awe of the House of Commons and cherish the fact that I have been part of the place for over thirty years. When I no longer look forward with anticipation to a visit to the Palace of Westminster it will be time to retire.”

I like his idea about a book which will get to the heart of the public affairs industry: “Most books about lobbying and public affairs never get to the heart of what we really do. We are retained by clients to give them commercial advantage and that is what the best of us do. What is fascinating is how we do this. I wonder why nobody has yet written the definitive book about our industry. Perhaps somebody needs to. What are the qualities you look for in a public affairs consultant? Is there a place for fun in our business? How has public affairs changed over the years? Is it time for the definitive book about the public affairs industry to be written?”

The answer is clearly yes, as long as it includes some amusing gossipy titbits too. Perhaps it is something I should consider writing.

*I met Peter Bingle two years ago and recorded this video.