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Digital*The Hague, March 2012
*Making it work for you in Public Affairs
Today
1. Starting point2. Supporting traditional PA activities3. PA+4. Stumbling blocks
1. Starting point
What type of issue?
“We’ve only got an audience of 1,000”
“Only some policy-makers and a few of other stakeholders care about this issue”
“This issue isn’t on the public radar and frankly we don’t want it to get there”
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT96% of MEPs visit
interest group sites92% of MEPs use a search engine every day
2. Supporting traditional PA activities
Scope of traditional EU advocacy
i. Communicating message to policy makers and influencers
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
85% of MEPs read blogs
78% of MEPs visit Wikipedia
96% of MEPs visit interest group sites
MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT
92% of MEPs use a search engine every day
CONTENT**Presenting your positions online
DRIVING TRAFFIC**Ensuring that target audiences view your positions
Content: Fleishman
Content Brussels best practice: Pesticides
Key success factors
ii. Establishing relationships with policy makers + influencers
and building alliances
MEP survey 2011www.epdigitaltrends.euENGAGEMENT
www.epdigitaltrends.eu
69% of MEPs use social networks (primarily Facebook)
34% of MEPs are on Twitter (15% growth per year)
Ryan Heath: “We’re looking for value in social media… the
lobbyists are always the least vocal”
Who does Neelie talk to?
LinkedIn community
Dedicated online communities for key stakeholders
Key success factors
iii. Monitoring to identify engagement opportunities & keep track of debate
In summary…
1
2. PA+
The constituent consumer1. What’s in it for me?
2. What matches my values?
Personal safety, environmental
protection, personal freedom, well-being etc.
More political actors:a pressure group upsurge
A new model of influence
Rational
Diffuse power
Emotional
Centralised power
Few political actorsTechnical arguments
Many political actorsValue-based arguments
Source: Simon Titley
Heard at the EP:“I’m on your side, but my constituents are not” (nor are the papers and blogs they read)
The disciplines…
… are converging
PA in context
Public affairs = communications that seek to influence the opinion and/or actions of policymakers
A new PA model
Government relations = a PA tactic
Future?A new PA model
Bidding adieu to our comfort zone
Meaning what?
Think (and act) like campaigners
No, our work is not too cerebral to be emotional
Where does digital fit in?
How?
Intelligence gathering &
analysisDelivery
Intelligence gathering &
analysisDelivery
Intelligence →
narrative
48
3. Stumbling blocks
49
Resources
50
Control
51
We want to be discrete
52
How do I make sure I reach my audience?
53
Where do I
start?
54
Thanks
Digital checklist
Where do you appear in Google (you and your issue(s))
Your competitors?
Is your company/issue(s) Wikipedia page appropriate?
How many people are visiting your issue Wikipedia page
Do you appear elsewhere i.e. 3rd party content?
Are people tweeting about you?
For your issue, do you know the top 5 best blogs & Twitter feeds?
Email: [email protected] Blog: steffenmoller.wordpress.com
