LAUSR

PurposeThis article addresses recent calls in the literature for advancing our understanding of public affairs consultants and their role conceptions. By testing and further exploring self-perceptions of public affairs consultants the study aims to offer new insight into how consultants define and view their occupational role.Design/methodology/approachThe study draws on a nationwide survey with public affairs consultants in Sweden.FindingsFour main role conceptions were identified (advocate, do-gooder, expert and intermediary). Further, the study tests how personal and professional characteristics correlate with different role conceptions, by viewing professional experience and consultants' selection of clients. Data also suggest that consultants' background in politics does not promote any specific role perception. Finally, the findings also show that how consultants choose clients is a divider in the industry, where some act as passive intermediaries while other take a more active role in their choice of clients.Originality/valueThe findings enhance our understanding of public affairs as a field, and specifically about the modelling of professional roles amongst consultants. The empirical results in this study show how contemporary role typologies needs to be extended to better capture the specificities of consultants' roles in public affairs. By addressing the issue of how consultants choose clients the study engages with the complex debate of whether consultants ought to act as objective or subjective agents and hence join the conversation on ethics in public affairs.