On Monday 14 October I gave lecture on Digital Public Affairs to students of The Hague University. The presentation is updated with figures from a research on the usage of digital information sources by Dutch MPs. For more details on this research please check: http://fleishman.nl/2012/08/online-communication-important-for-mps-points-of-view/?lang=en

1. Lecture Public Affairs
The Hague University – 15 October 2012

2. An Introduction
2

3. Hanneke Verhelst
Master International Relations Public Affairs Consultant
& Board Member BVPA
3

4. Fleishman-Hillard
4

5. Fleishman-Hillard Amsterdam
• 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
5

6. Disciplines and sectors
• Reputation management • Consumer Goods
• Corporate Social • Energy
Responsibility • Financial services
• Interne communication
• Issue management & crisis
• Food & Beverage
communication • Healthcare
• Media training • Technology
• Media relations
• Digital and Social Media
• Convergent Marketing
• Public Affairs
• Research & monitoring
6

7. Let's talk about Public Affairs…
7

8. Definition of Public Affairs
8

9. 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.“
9

10. Digital*Digital*Digital*
*making it work in Public Affairs
10

11. Today
1. Starting point
2. Supporting traditional PA activities
3. PA+
4. Stumbling blocks
11

12. 1. Starting point
12

13. 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” 13

14. 14

15. MEP survey 2011
www.epdigitaltrends.eu
92% of MEPs use a
YOUR CONTENT
search engine every
96% of MEPs visit
day
interest group sites
In the Netherlands:
9 out of 10 MPs use a
search engine every
day
15

16. Research among Dutch MPs on the usage and
trust in sources of information (2012)
For full research check
http://fleishman.nl/2012/08/onli
ne-communication-important-for-
mps-points-of-view/?lang=en
16

17. An imaginary day in the life of a MP (info graphic)
For full research check
http://fleishman.nl/2012/08/onli
ne-communication-important-for-
mps-points-of-view/?lang=en
17

18. 18

19. 2. Supporting traditional
PA activities
19

20. Scope of traditional EU advocacy
20

21. i. Communicating message to
policy makers and influencers
21

22. MEP survey 2011
www.epdigitaltrends.eu
96% of MEPs 85% of MEPs
YOUR CONTENT 78% of MEPs
visit interest read blogs visit Wikipedia
group sites
22

23. MEP survey 2011
EU:
www.epdigitaltrends.eu
YOUR CONTENT
92% of MEPs use a
search engine every day
Netherlands:
9 out of 10 Dutch MPs use a
search engine every day
23

24. CONTENT* *Presenting your positions online
DRIVING TRAFFIC*
*Ensuring that target audiences view your positions
24

25. Content: Fleishman-Hillard
25

26. Content Brussels best practice: Pesticides
26

27. Targeted online advertising
27

28. Key success factors
28

29. ii. Establishing relationships with
policy makers + influencers
and building alliances 29

30. MEP survey 2011
www.epdigitaltrends.eu
ENGAGEMENT EU:
69% of MEPs use social
39% of MEPs are on
networks (primarily
Twitter (15% growth
Facebook)
per year)
Netherlands:
79% of MPs are on
Twitter
www.epdigitaltrends.e 30

31. Who does Neelie talk to?
31

32. LinkedIn
community
32

33. Dedicated online communities for key stakeholders
33

34. Key success factors
34

35. iii. Monitoring to identify engagement
opportunities & keep track of debate
35

36. Free tool: tracking blogs and sites on www.netvibes.com
36

37. Free tool: multiple Twitter activity on www.tweetdeck.com
37

38. Pay for tool: monitoring www.radian6.com
38

39. In summary…
39

40. 1
40

41. 2. PA+
41

42. The constituent consumer
1. What’s in it for me?
2. What matches my values?
42

43. Personal safety,
environmental
protection, personal
freedom, well-being etc.
43

44. More political actors:
a pressure group upsurge 44

45. A new model of influence
Centralised power
Few political actors
Technical arguments
Rational Emotional
Many political actors
Value-based
arguments
Diffuse power 45
Source: Simon Titley

46. Heard at the EP:
“I’m on your side, but
my constituents are not”
(nor are the papers and blogs they read) 46

47. The disciplines…
47

48. … are converging
48

49. A new PA model
PA in context
Public affairs = communications that
seek to influence
the opinion and/or actions of
policymakers
Government relations = a PA tactic
49

50. A new PA model
Future?
50

51. Bidding adieu to
our comfort zone
51

52. Meaning what?
52

53. Think (and act)
like campaigners 53

54. No, our work is not too
cerebral to be emotional 54

55. Where does
digital fit in?
55

56. Story-telling is key
56

57. How?
Intelligence
gathering & Delivery
analysis
57

58. Intelligence Intelligence
gathering & → Delivery
analysis narrative
58

59. 3. Stumbling blocks 59

60. Resources
60

61. Control
61

62. We want to
be discrete
62

63. How do I make sure
I reach my audience? 63

64. Where do I
start? 64

65. Thanks
65

66. 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 66