The 2011 “Capital Staffers Index” is the third annual survey of senior legislative staffers from countries around the world. This mixed-mode survey conducted online and via telephone among 542 staffers from Washington, D.C., Brussels, London, Beijing, Ottawa, Mexico City, Paris, Berlin, New Delhi, Buenos Aires and Brasilia. It tracks many baseline public affairs metrics first established in our 2009 benchmark study. The survey has an overall margin of error of +/- 4.2% at the 95% level of confidence.

1. 2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy
November 2011

2. Research methodology and
objectives
StrategyOne surveyed 542 senior
staff members from key capitals
This survey tests the perceived value of various communication
strategies as tools for policymakers to connect with local residents and
communities; determines the credibility and trust associated with
around the world from September
social media networks; and compares the Internet’s influence on
26 to October 31, 2011. policymakers internationally.
London, UK Parliament 91
Brussels. BE Parliament 51
Paris, FR Assembly 50
Berlin, DE Bundestag 50
Washington, DC Congress 50
Ottawa, CA Parliament 25 New Delhi, IN Parliament 55
Mexico City, MX Congress 50 Beijing, CN Congress 20
Buenos Aires, AR Congress 50
The overall margin of
error is +4.2% in 95 Brasilia, BR Congress 50
out of 100 cases.
2

3. From Policy Issue to Policy Priority
“It’s the Economy Stupid” & “All Politics is Local”
95% 95%
86% 84% 77%
How important are each of the following in turning a policy issue into a policy priority for you?
3

4. Outside research and briefing
overviews play an important role
when staffers meet with lobbyists
academic NGO one page editorials industry polls ads blogs
whitepapers Research briefings groups
When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
4

5. Making Life Easier
Evidence-based analysis is important
Present clear analysis with evidence 23%
Top Two
Factors Be focused on message 20%
Fact
Supported Know the issue 11%
Messaging
Don’t be overwhelming/fewer e-mails 7%
Better communication 6%
Use more technology 4%
Better cooperation 4%
Personal contact 3%
Local support 2%
Schedule meetings in advance 1%
What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?
(Open ended)
5

6. Campaign “Fail Factors”
Small &
narrow Weak media
coalition relations
8% Narrow 8%
corporate
interests
Poorly
Poor 11% executed
spokesman advertising
11% 7%
No
Limited studies
support that
support
12% goals
Poorly
Poor 4%
message
designed
strategy
14% 23% Weak team
2%
Which ONE of these is typically the reason why a public affairs campaign fails?
6

7. Advocacy is Personal
voter community constituent emails local social online
letters leader letters office visits editorials media petitions
When hearing from local advocacy groups, which of the following things help that group’s
cause, and which of the following hurt that group’s cause? 7

8. Effectiveness of reaching members through social
networks and Twitter is growing, rapidly
approaching more traditional modes that maintain
Reaching Members
their lead Change
2009 2010 2011
% Total Effective from 2009*
In-person visits with constituents N/A N/A 94% --
Constituent-sent e-mails 87% 92% 85% -2
Telephone calls 85% 83% 83% -2
Written letters 90% 88% 81% -9
Through a member’s website N/A 72% 79% +7
Newspaper columns N/A N/A 72% --
In-person visits with a professional lobbyist N/A N/A 70% --
Television appearances N/A N/A 70% --
Through a trade association N/A N/A 64% --
Press releases N/A N/A 62% --
Radio appearances N/A N/A 62% --
Through a member’s Facebook, Orkut or other social network profile 22% 37% 54% +32
Op-eds N/A N/A 54% --
Television advertising N/A N/A 47% --
Print advertising N/A N/A 45% --
Mobile interaction through applications or text messages N/A 32% 44% +12
Through Twitter 7% 15% 41% +34
Radio advertising N/A N/A 40% --
Comments posted on YouTube N/A 14% 30% --
Traditional Channel Digital Communication Paid Media
*2010 for Through a member’s website and Mobile interaction through applications or text messages
When constituents contact your member, how effective are each of the following modes of contact? 8

9. The internet is a driver in
informing and shaping policy
issues
Educated Energized
Learned about a public Changed your position
policy issue for the first on a policy issue, based
time online (globally)
60% on something you read
online (globally)
67%
YES NO
54% 81%
in 2009 40% in 2009 33%
46% NO 19% YES
in 2009 in 2009
In the last 30 days, have you: 9

10. Globally, the effectiveness of Twitter and
social networks are experiencing the most
significant growth
When constituents contact your member, how effective are each of the following modes of contact? 10

11. Current Member use of Facebook and
Twitter is already outpacing last year’s
forecast for three-year growth
+8
+8
Thinking about several different technologies, please indicate whether or not your Member was using them to
communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. 11

12. Twitter’s ability to provide news
and politics is a large factor
motivating who staffers choose
to follow
The focus on
members of the
media highlights a
need for focus on
direct media
relations
If you use Twitter, please select each of the types of people YOU follow on Twitter? 12

13. A majority of staffers use Twitter as an
issues and news first alert system
Twitter Use by Country There is a clear
(60% Overall) desire to
influence the
Canada
Mexico
96%
88%
flow of
information:
53%
Do not use Twi er 6%
US 84% using Twitter to Listening
receive news to issues
Argentina 66%
quickly and call 6%
UK 66%
attention to 14% Shaping
China 65% issues bypasses Receiving debate
Brazil 58% traditional news news 4%
sources and quickly 16% Receiving
EU 47% Calling unfiltered
allows staffers a en on to
India 47% to act as a 2% informa on
issues Talking to
France 32% source of cons tuents
Germany 30% information
themselves.
Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get
from using Twitter? 13

14. Designing the Perfect Campaign
Make it relevant Tell a Compelling Story Take the issue online
National Economics/Local Impact Master Narrative Search optimization
Analysis and research Statistics Compelling content
White Papers Anecdotes Tweets & blogs
Concise, impactful supporting content
Personalize Your Outreach Supplement Traditional with Digital
Grassroots/Advocacy Government relations
Constituent letters/e-mails Media relations
Member outreach days Twitter/Facebook
Business/Community leader testimonials Social media/blogs/websites
14

15. 2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy
November 2011
15

16. Appendix
National Score Cards
November 2011
16

17. Summary of United States
Effectiveness of Inbound
2009 2011 Change Top Twitter
Digital Communication
% Follow on Twitter
Members of the media 48%
% Total Effective
Constituent-sent e-mails 84% 78% -6
Political professionals 48%
Through a member’s website n/a 74% --
Bloggers 40%
Through Twitter 16% 40% +24 Legislative Colleagues 38%
Through a member’s Facebook, Orkut Federal Government Entities 38%
40% 38% -2
or other social network profile
Local Interest Groups 33%
Comments posted on YouTube n/a 30% --
Constituents 31%
Mobile interaction through
n/a 26% -- Community Organizations 26%
applications or text messages
Members’ Digital Usage
Top 3 Twitter Benefits

18. Summary of United Kingdom
Effectiveness of Inbound
2009 2011 Change Top Twitter
Digital Communication
% Follow on Twitter
Members of the media 83%
% Total Effective
Constituent-sent e-mails 94% 97% +3
Political professionals 75%
Through a member’s website n/a 89% --
Bloggers 73%
Through a member’s Facebook, Orkut
15% 41% +26 Local Interest Groups 60%
or other social network profile
Through Twitter 9% 34% +25 Federal Government Entities 53%
Mobile interaction through Community Organizations 53%
n/a 23% --
applications or text messages Legislative Colleagues 47%
Comments posted on YouTube n/a 12% -- Constituents 28%
Members’ Digital Usage
Top 3 Twitter Benefits

19. Summary of Brussels (European Union)
Effectiveness of Inbound
2009 2011 Change Top Twitter
Digital Communication
% Follow on Twitter
Members of the media 71%
% Total Effective
Constituent-sent e-mails 82% 84% +2
Political professionals 71%
Through a member’s website n/a 76% --
Bloggers 54%
Through a member’s Facebook, Orkut
22% 61% +39 Community Organizations 46%
or other social network profile
Mobile interaction through Legislative Colleagues 42%
n/a 37% --
applications or text messages
Local Interest Groups 38%
Through Twitter 7% 22% +15
Federal Government Entities 29%
Comments posted on YouTube n/a 12% -- Constituents 25%
Members’ Digital Usage
Top 3 Twitter Benefits

20. Summary of France
Effectiveness of Inbound
2009 2011 Change Top Twitter
Digital Communication
% Follow on Twitter
Legislative Colleagues 100%
% Total Effective
Through a member’s website n/a 72% --
Members of the media 81%
Constituent-sent e-mails 88% 70% -18
Political professionals 75%
Mobile interaction through
n/a 54% -- Federal Government Entities 63%
applications or text messages
Through a member’s Facebook, Orkut Bloggers 56%
3% 36% +33
or other social network profile
Community Organizations 38%
Comments posted on YouTube n/a 24% --
Local Interest Groups 31%
Through Twitter 0% 16% +16% Constituents 31%
Members’ Digital Usage
Top 3 Twitter Benefits

21. Summary of Germany
Effectiveness of Inbound
2009 2011 Change Top Twitter
Digital Communication
% Follow on Twitter
Constituents 67%
% Total Effective
Constituent-sent e-mails 88% 94% +6
Legislative Colleagues 60%
Through a member’s website n/a 90% --
Members of the media 53%
Through a member’s Facebook, Orkut
32% 40% +8 Political professionals 53%
or other social network profile
Mobile interaction through Local Interest Groups 40%
n/a 24% --
applications or text messages
Federal Government Entities 27%
Through Twitter 4% 12% +8
Bloggers 20%
Comments posted on YouTube n/a 8% -- Community Organizations 13%
Members’ Digital Usage
Top 3 Twitter Benefits

22. Summary of India
Effectiveness of Inbound Digital Top Twitter
2011
Communication
% Follow on Twitter
Local Interest Groups 35%
% Total Effective
Constituent-sent e-mails 89%
Members of the media 31%
Mobile interaction through applications or text messages 78%
Federal Government Entities 27%
Through a member’s website 69% Bloggers 23%
Through a member’s Facebook, Orkut or other social Community Organizations 23%
51%
network profile
Political professionals 23%
Through Twitter 40%
Constituents 19%
Comments posted on YouTube 36% Legislative Colleagues 19%
Members’ Digital Usage
Top 3 Twitter Benefits

23. Summary of Argentina
Effectiveness of Inbound Digital Top Twitter
2011
Communication
% Follow on Twitter
Constituents 21%
% Total Effective
Constituent-sent e-mails 74%
Through a member’s Facebook, Orkut or other social Political professionals 18%
72%
network profile Legislative Colleagues 15%
Through a member’s website 70% Community Organizations 15%
Through Twitter 62% Members of the media 12%
Local Interest Groups 9%
Mobile interaction through applications or text messages 58%
Federal Government Entities 6%
Comments posted on YouTube 54% Bloggers 0%
Members’ Digital Usage
Top 3 Twitter Benefits

24. Summary of Brazil
Effectiveness of Inbound Digital
2011 Top Twitter
Communication
% Follow on Twitter
Political professionals 72%
% Total Effective
Constituent-sent e-mails 90%
Legislative Colleagues 55%
Through a member’s website 82%
Federal Government Entities 52%
Through Twitter 68% Members of the media 48%
Through a member’s Facebook, Orkut or other social Local Interest Groups 41%
56%
network profile
Constituents 38%
Mobile interaction through applications or text messages 28%
Bloggers 34%
Comments posted on YouTube 28% Community Organizations 28%
Members’ Digital Usage
Top 4 Twitter Benefits

25. Summary of Mexico
Effectiveness of Inbound Digital
2011 Top Twitter
Communication
% Follow on Twitter
Through a member’s Facebook, Orkut or other social Members of the media 43%
% Total Effective
96%
network profile
Federal Government Entities 25%
Constituent-sent e-mails 92%
Constituents 5%
Through a member’s website 92% Political professionals 5%
Through Twitter 82% Community Organizations 5%
Local Interest Groups 2%
Mobile interaction through applications or text messages 80%
Legislative Colleagues 0%
Comments posted on YouTube 70% Bloggers 0%
Members’ Digital Usage
Top 3 Twitter Benefits

26. Summary of China
Effectiveness of Inbound Digital
2011 Top Twitter
Communication
% Follow on Twitter
Federal Government Entities 38%
% Total Effective
Constituent-sent e-mails 50%
Local Interest Groups 31%
Through a member’s website 50%
Constituents 15%
Mobile interaction through applications or text messages 50% Bloggers 15%
Comments posted on YouTube 45% Community Organizations 8%
Members of the media 8%
Through a member’s Facebook, Orkut or other social
35%
network profile Legislative Colleagues 8%
Through Twitter 30% Political professionals 0%
Members’ Digital Usage
Top 3 Twitter Benefits

27. Summary of Canada
Effectiveness of Inbound Digital
2011 Top Twitter
Communication
% Follow on Twitter
Members of the media 67%
% Total Effective
Constituent-sent e-mails 96%
Local Interest Groups 58%
Through a member’s website 80%
Constituents 58%
Through a member’s Facebook, Orkut or other social
76% Legislative Colleagues 58%
network profile
Through Twitter 56% Community Organizations 54%
Political professionals 46%
Mobile interaction through applications or text messages 40%
Federal Government Entities 38%
Comments posted on YouTube 28% Bloggers 29%
Members’ Digital Usage
Top 3 Twitter Benefits