Frank Lavin, Chairman of Public Affairs for Edelman Asia Pacific, spoke at the Public Affairs Asia Government Affairs Forum on May 25, 2010 on how to engage with government officials.

1. Government Relations in China
在中国处理政府关系
Frank Lavin
Chairman, Public Affairs, Asia Pacific
25 May 2010, Beijing
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2. What are the principles of Advocacy?
什么是“倡导原则”？
You need to define your company 你要清晰界定你的公司
 Every company has a story. Tell your story. 每间公司都有它的故事。要讲述你公司
的故事
 Even if you are well-known or famous, many in government will not know the details
of your company . 即使你的公司广为人知，很多政府官员未必知道公司的详细
背景。
 Government officials have different degrees of economic sophistication. 政府官员
对经济问题的认知程度各有不同
 Talk about your company in human terms, not profits 要由“人”的角度，而非盈
利的角度，来讲述公司
 Beverage Company: we train 800 food safety engineers every year 百事可乐：我
们每年培训800个食品安全工程师
 Paper Company: we help Chinese companies take their products to the world 国
际纸业：我们帮助中国公司将产品打入国际市场
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3. What are the principles of Advocacy?
什么是“倡导原则”？
You need to define your problem你要清晰界定你的问题
 What is important to you might not be important to the government.
对你而言重要的问题对政府未必重要
 Can you present your goals in a way that is meaningful or relevant to
the government? 你可否将你的目标表述到与政府有关或对其具有
意义？
 Why should the government care if you are bigger or more profitable?
如果你的生意更大或盈利更多，与政府有什么关系？
 Can you place your issue in a broader cause? Can you stand for more
than yourself? 可否将你的问题放在一个更大的背景问题中？你能否
代表更广泛的利益？
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4. Understand the Battlefield了解你的战场
 Who are your allies? 谁是你的盟友？ Suppliers供应商
 Who is on the other side of this Mainstream Media Business Partners商业伙
issue? 谁代表问题的另一方？ 主流媒体 伴
 Can you solve their concerns? 你能
解决他们关注的问题吗？
Investors
 What is their goal? 他们的目的是什 Employees员工
么？ 投资者
Government Bloggers / Digital Media
政府 网络媒体
Competitors
竞争对手
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5. Tactics are Important 战术很重要
 In-person outreach to officials 与政府官员亲身接触
 Communicate through written, visual and interactive content 通过
书面，形象化及互动的形式沟通
 Multiple channels, but same core messages 多种途径，但是关键信
息一致
 Decision-making is diffuse, with multiple government bodies and
multiple people. 决策过程是松散的，因涉及众多政府部门及官员
 Repetition counts. Stay on message 重复是有用的，要传达一致的
信息。
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6. Understand Government Behavior 了解政府行为
 Slower than corporate decision-making 决策比企业慢
 More consensus driven 只为求得共识
 More aware of trade-offs 更注意代价
 Avoid confrontation 尽量避免冲突
 Look for a solution that is win-win 寻找双赢局面
 Allow the Government side to “own” the decision 让政府掌握决策权
 Strictly follow all laws and regulations 严格遵守法律法例
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7. Indirect Tactics 间接战术
 Make it easy for people to support you 让其他人支持你
 What are your social and charitable activities? 你的社会和慈善活动
是什么？
 This is part of your brand and your identity 这是你的品牌及身份的一部分
 Should be relevant and consistent 一定要有相关性和一致性
 Do you have an identity beyond your company? 你有没有公司以外的
身份
 Do you lead a business organization or help policy?你是否负责某个商业
组织或参与制定政策？
 Connect GR with PR with CSR 将政府关系、公关与企业社会责任联
系起来
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8. Thank you
Frank Lavin
Chairman, Public Affairs
Edelman Asia Pacific
Frank.Lavin@edelman.com
Tel: 852 2837 4743
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