The Hague University – 15 October 2012

Lecture Public Affairs

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An Introduction

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Hanneke Verhelst

Master International Relations Public Affairs Consultant& Board Member BVPA

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Fleishman-Hillard

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• Over 8 years active in the Netherlands

• A team of over 30 enthusiastic and passionate professionals

• Over 35 national and international clients

• Full service PR & PA with integrated digital services

Fleishman-Hillard Amsterdam

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• Reputation management• Corporate Social

Responsibility• Interne communication• Issue management & crisis

communication• Media training• Media relations• Digital and Social Media• Convergent Marketing• Public Affairs• Research & monitoring

• Consumer Goods• Energy• Financial services • Food & Beverage• Healthcare• Technology

Disciplines and sectors

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Let's talk about Public Affairs…

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Definition of Public Affairs

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Definition of Public Affairs by BVPA

"The strategic process of adapting and responding to political decision-making and changes in society & public opinion that affect the functioning of the organization.“

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Digital*Digital*Digital**making it work in Public Affairs

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Today

1. Starting point2. Supporting traditional PA activities3. PA+4. Stumbling blocks

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1. Starting point

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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”

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MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT

96% of MEPs visit interest group sites

92% of MEPs use a search engine every day

In the Netherlands: 9 out of 10 MPs use a search engine every day

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Research among Dutch MPs on the usage and trust in sources of information (2012)

For full research check http://fleishman.nl/2012/08/online-communication-important-for-mps-points-of-view/?lang=en

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An imaginary day in the life of a MP (info graphic)

For full research check http://fleishman.nl/2012/08/online-communication-important-for-mps-points-of-view/?lang=en

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2. Supporting traditional PA activities

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Scope of traditional EU advocacy

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i. Communicating message to policy makers and influencers

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MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT85% of MEPs

read blogs78% of MEPs visit Wikipedia

96% of MEPs visit interest group sites

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MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT

EU:92% of MEPs use a search engine every day

Netherlands: 9 out of 10 Dutch MPs use a search engine every day

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CONTENT**Presenting your positions online

DRIVING TRAFFIC**Ensuring that target audiences view your positions

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Content: Fleishman-Hillard

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Content Brussels best practice: Pesticides

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Targeted online advertising

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Key success factors

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ii. Establishing relationships with policy makers + influencers

and building alliances

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MEP survey 2011www.epdigitaltrends.euENGAGEMENT

www.epdigitaltrends.eu

69% of MEPs use social networks (primarily Facebook)

EU: 39% of MEPs are on Twitter (15% growth per year)

Netherlands: 79% of MPs are on Twitter

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Who does Neelie talk to?

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LinkedIn community

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Dedicated online communities for key stakeholders

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Key success factors

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iii. Monitoring to identify engagement opportunities & keep track of debate

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Free tool: tracking blogs and sites on www.netvibes.com

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Free tool: multiple Twitter activity on www.tweetdeck.com

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Pay for tool: monitoring www.radian6.com

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In summary…

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1

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2. PA+

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The constituent consumer1. What’s in it for me?

2. What matches my values?

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Personal safety, environmental

protection, personal freedom, well-being etc.

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More political actors:a pressure group upsurge

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A new model of influence

Rational

Diffuse power

Emotional

Centralised power

Few political actorsTechnical arguments

Many political actorsValue-based arguments

Source: Simon Titley

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Heard at the EP:“I’m on your side, but my constituents are not” (nor are the papers and blogs they read)

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The disciplines…

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… are converging

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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

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Future?

A new PA model

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Bidding adieu to our comfort zone

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Meaning what?

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Think (and act) like campaigners

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No, our work is not too cerebral to be emotional

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Where does digital fit in?

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Story-telling is key

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How?

Intelligence gathering &

analysisDelivery

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Intelligence gathering &

analysisDelivery

Intelligence →

narrative

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3. Stumbling blocks

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Resources

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Control

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We want to be discrete

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How do I make sure I reach my audience?

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Where do I

start?

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Thanks

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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: hanneke.verhelst@fleishman.comhanneke.verhelst@fleishman.com Twitter: @hannekeverhelst