The 2010 Capital Staffers Index takes a closer look at how members of parliaments and the U.S. Congress and their constituents alike are embracing social media, from blogs to texting to Facebook and Twitter.
3. The Lobby Keeps Getting Bigger
Jere Sullivan
Chairman, Global Public Affairs
Edelman
Public affairs in many ways can be described as As in the past, we are seeing the role of technology
the art of persuasive conversation. That quality driving the public affairs methodologies that are
has been constant since its origins in the lobby being embraced to shape the discussion on the
of the Willard Hotel in Washington, D.C., when critical issues of our times—the economy, the
interest groups and constituents would camp environment, who we elect and how we govern.
out in hopes of getting a few minutes with then- This is not a new phenomenon, as we have
President Ulysses S. Grant, to state their case on seen how other technologies, such as radio and
a host of issues and hopefully apply some gentle television, have expanded the reach of political,
persuasion. And, although public affairs has societal and industry leaders and viewpoints.
Perhaps the biggest matured, the same premise holds true today: But the Internet—and, more recently, mobile
difference is these we are still trying to have a conversation to technology—also significantly enhances the
new platforms serve advance an opinion with political leaders, NGOs, speed at which we all communicate. And perhaps
businesses and stakeholders from all walks of the biggest difference is these new platforms
as conduits to a life. The big difference now is that the modes by serve as conduits to a two-way conversation.
two-way conversation. which we have those conversations are changing. In some ways we have gone full circle, returning
public affairs to its original days when personal
conversations were at the heart of the practice.
“When constituents contact your Member, how effective are the following modes of contact?”
The 2010 Capital Staffers Index takes a closer
look at how members of parliaments and the
U.S.
U.S. Congress and their constituents alike are
embracing social media, from blogs to texting
U.K. to Facebook and Twitter. We have found they are
39%
38% European Parliament in many ways reintroducing and personalizing
the conversation that had slipped away from
France us over the past few decades.
30% Germany As we look back along the public affairs timeline,
27% cynics have commented at every stage, “This is
25%
24% just a fad and will pass.” While traditional public
affairs is clearly as important as it ever was, there
is no denying that social media is now a part of
15% the public affairs repertoire. And while the means
14%
12% for continuing the discussions are sure to morph
with the advent of new technologies, the same
basic premise will remain constant. We all want
4% to engage in a conversation, but the lobby in
which we do so is getting much larger and more
crowded every day.
Mobile interaction through Comments posted on YouTube
applications or text messages
2010 Capital Staffers Index | 1
5. The Takeaway: Digital is Now Mainstream
Michael Burrell
Chairman, European Public Affairs
Edelman London
The key message for public affairs professionals Fascinating too is the detailed evidence on
in Europe from the 2010 Capital Staffers Index is when parliamentary staffers are most likely to
that digital communications are an increasingly be using social media (lunchtime and evenings),
effective way of getting your message across to suggesting that lobbyists should pay attention
legislative assistants—and through them, to the to when they seek to deploy these tools to
parliamentarians themselves. maximise effectiveness.
Most lobbyists understand the vital role that While the overall trends are similar in Berlin,
parliamentary staffers play in the European Brussels, London and Paris, dig deeper and
Parliament, the House of Commons, the you find some interesting differences—the
Bundestag and the Assemblée Nationale. What European Parliament and Bundestag staffers
While the overall this survey underlines is the significant gains are using digital communications more than
trends are similar in that digital communications continue to make as their equivalents in the House of Commons
a channel to reach both them and their bosses. and the Assemblée Nationale, and mobile
Berlin, Brussels, London
telephones are being used as a channel more
and Paris, dig deeper Look at the 41-point increase in the use of
in Continental Europe than in the U.S. or U.K.
legislators’ websites and blogs, the 15-point
and you find some rise in their use of social networks and a more There is continuing good news in the survey
interesting differences. modest increase in engagement through Twitter. for the online outlets of the BBC and Le Monde,
named by 28% of British and French staffers as
the information sources that they trust most for
policy analysis. By contrast, relative newcomer
EurActiv leads the pack in Brussels,
“When meeting with representatives of companies based outside
name-checked by 13%.
your own country, which of the following is the best approach?” U.S.
Finally, one of the quirkiest sets of results came
Having a/an ___ spokesperson demonstrate the company’s U.K.
positive economic impact in your country: in answer to the question: “When meeting with
European Parliament representatives of companies based outside your
90% 92%
own country, which of the following is the best
Germany
approach?” For nine out of 10 American and
This question not asked British staffers, having an American or British
among France staffers
spokesperson demonstrate the company’s
positive economic impact was seen as the best
34% approach, while the nationality of the spokesperson
30% 30%
was less critical in both Germany and France.
So a treasure trove of data—with one overriding
12% message for public affairs professionals: while
10%
6% 6% traditional public affairs techniques remain
4% 4%
2% 2% 2% 2% important, digital advocacy has become
0%
a mainstream public affairs tool worldwide.
American British French German
spokesperson spokesperson spokesperson spokesperson
2010 Capital Staffers Index | 3
7. MEPs Looking for More Direct
Interaction with Constituents
Martin Porter Laurent Chokouale
General Manager General Manager
Edelman Brussels/The Centre Edelman Brussels/The Centre
If one wanted to summarise the findings of the Does that mean MEPs and their staff are
2010 Capital Staffers Index for the European moving back towards communications 1.0? Not
Parliament, one would have to say, “Much has at all! A large number of staff have started using
changed, yet everything’s the same.” Whilst there a variety of standard social media applications
The most active MEPs— is a clear trend towards more active, targeted such as Facebook (increased 24% in 2010 over
and sophisticated use of social media, there is 2009), blogs (increased 30%) and microblogging,
and their staffers—see also the fairly unexpected result that traditional both to get information and to communicate on
[social media] as a way to by- constituent-to-Member communication—be that behalf of their Members. Yet when it comes to
pass traditional information in-person visits, written letters or phone calls— direct personal contact, e-mails and other forms
has, in comparison with 2009, become significantly of traditional communication still remain the
channels and to establish a more important; other parliaments showed a most effective way to approach an MEP and
more direct dialogue. rather declining or stagnating trend. get his or her ear.
Politicians Online!—a 2010 paper of the European
Policy Institutes Network that looked at MEPs’
Summary of European Parliament Staffer data (% Total Effective)
personal websites—adds some interesting details
to the Index. MEPs appear to have invested
Member Constituent significantly in the development of highly interactive
online platforms. They provide a constant and
Effectiveness of Outbound “qualitatively high” flow of information and involve
2009 2010 Change
Digital Communications
voters and supporters by means of interactive
Websites 75% 78% +3 e-forums or regular chat rooms. The most active
Blogging 45% 51% +6 MEPs—and their staffers—see this as a way to
Online videos 62% 45% –17 bypass traditional information channels and to
establish a more direct dialogue with audiences
Podcasting n/a 42% n/a
who are familiar with the Web.
Text messaging n/a 36% n/a
Online advertising 38% 34% –4
And there was one significant finding with
indications also for the use of social media:
Microblogging 27% 33% +6
the Members’ Web presence seemed to have a
Constituent Member strong relationship with their country’s electoral
system—the more candidate-centred the system,
Effectiveness of Inbound the more active the politician’s Web presence.
2009 2010 Change
Digital Communications Furthermore, the characteristics of the MEP’s
E-mails 82% 96% +14 privileged electorate certainly has an impact. The
Member’s blog/website 30% 60% +30
more Internet-savvy the potential voters, the more
important is an active and modern Web presence.
Member’s Facebook page 22% 46% +24
Mobile interaction n/a 39% n/a In essence, Web 2.0 does not save oneself the
burden of knowing an MEP’s communication
Twitter 7% 16% +9
preferences. But it opens a number of additional
Comments posted on YouTube n/a 15% n/a challenges to get the message across.
2010 Capital Staffers Index | 5
9. The Digital Age Arrives in the Bundestag
Bernd Buschhausen
Deputy Managing Director/Practice Leader, Public Affairs
Edelman Berlin
The national federal elections one year ago have State your case—on your Member’s blog.
left a deep impact on how political communications
Without a doubt, in Germany as in the other
are shaped in Germany. Initially mildly ridiculed as
countries studied in the 2010 Capital Staffers
a channel more suited to informal, interpersonal
Index, traditional communications with
communications, Twitter, Facebook and blogs
policymakers through meetings, letters and
have become mainstream tools for Members
e-mail remains important. But there is a notable
of Parliament and Cabinet Members.
jump in the perception of effectiveness of
From the first Parliament session, called a blogging (up 18% since 2009) and microblogging
Amazing but true— Twitter party, to ongoing microblogs from (up 26%) as a channel for communications to
the Member’s blog closed committee sessions and plenary constituents—as well as an enormous increase in
debates, social media is developing into an the effectiveness of constituents’ communication
is an open window important amplifier for making voices heard through the Member’s blog or website (up 36%
to the public. in German policy formulation. in 2010 vs. 2009).
Can one post make a real difference?
Amazing but true—the Member’s blog is an
“When constituents contact your Member, how effective are the following modes of contact?” open window to the public. Anything posted
Numbers in white show change in % total effective from 2009. here makes its way into the public and requires
addressing immediately. Or would you leave
+4 88% it unnoticed when you know that others are
–8 86%
reading the post?
E-mails +14 96%
+3 91% Digital public affairs as an amplifier
+8 96%
Social media provides a unique—and refreshingly
+1 41%
transparent and open—way for individuals, company
Through a +11 26%
public affairs managers, associations and NGOs
Member’s U.S. to amplify their traditional approaches. Effective
Facebook +24 46%
page +22 25% monitoring of the debates in the Bundestag
U.K.
+10 42% plenary or committee sessions, identifying other
European Parliament supporters and engaging in the debate directly
+9 25% and transparently to advance shared interests
France
+13 22% publicly underline the rise of digital public
Through Germany
+9 16% affairs in Germany.
Twitter
+2 2%
+8 12%
+66 82%
Through a
Member’s +52 70%
blog +30 60%
2010—“Member’s +27 62%
website”
+36 90%
2010 Capital Staffers Index | 7
11. Effective Constituent Outreach
Must Include Digital Mobilization
Bill McIntyre James Lundie
Senior Vice President, Joint Managing Director,
Grassroots Enterprise Public Affairs
Edelman Washington, D.C. Edelman London
If you want to influence elected officials, you would The 2010 Capital Staffers Index clearly shows
do well to pay attention to the online community. that online outreach, like e-mail, is one of the
While the type and tone of engagement activity most effective methods to communicate with
will vary by market, this new online community elected officials—and social media channels like
is changing the way we think about mobilization Facebook and Twitter have made tremendous
programs for two very important reasons. First, gains in capturing the attention of the staff
the online community is the most watched, most serving elected officials.
used and most influential cultural medium in
Staffers ranked e-mail communications the most
the U.S. and Europe. Second, it is comprised of
effective digital channel, in the high 80s to mid-
individuals who are eager to share, learn, praise,
90s, showing notable gains in (nearly) every
condemn, inform, question and engage their
capital. They rank Twitter and Facebook as roughly
network of friends, family and co-workers
two times more effective with their bosses this
The online community is about upcoming elections, social causes and
year than in 2009, with Twitter getting into the
product launches.
the most watched, most teens and low 20s in three capital cities, while
used and most influential Clearly, community mobilization campaigns to Facebook climbed into the mid-20s in France
influence public policy, consumer products and and the U.K. and the 40s everywhere else.
cultural medium in the social issues are now a sophisticated interplay
But a “digital-only” approach to mobilization
U.S. and Europe. of traditional and digital strategies.
would be a mistake. The 2010 Capital Staffers
Index confirms that traditional constituent-to-
elected official communications—including
personal visits, telephone calls and written
The impact of digital communication has made significant gains at the expense of paid media, letters—remain extremely effective. The big
while traditional outreach remains critical. distinctions between the online community and
our physical ones are its dense populations, vast
active relationships, near-instant propagation of
Reaching Members Traditional
2009 2010 Change information and—most importantly—members of
% Effective Channel
the online social community are as interested in
Written letters 90% 88% –2 Digital
Communication social issues as they are in commercial concerns.
E-mails 87% 92% +5
So whether you are in the world of public affairs,
In-person visits 86% 88% +2
where risk and opportunity are managed through
Telephone calls 85% 83% –2 stakeholder relationships, or in the world of public
Member’s blog/website 31% 72% +41 relations, where reputations are managed by
Member’s social network 22% 37% +15 maintaining an organization’s public image,
Microblogging/Twitter 7% 15% +8 digital mobilization is an essential element to
any strategy to manage the most watched,
Mobile interaction n/a 32% n/a
most used and most influential cultural medium
Comments on YouTube n/a 14% n/a in the U.S. and Europe.
2010 Capital Staffers Index | 9