For the thirteenth consecutive year, MSL Germany interviewed public affairs professionals from leading companies and industry federations. The questionnaire was sent to more than 300 experts with about sixty replies being received. “One year after the federal elections, we present the views and thoughts of leading German lobbyists about the new government’s work and some of the latest trends in political communications” says Axel Wallrabenstein, Chairman of MSLGROUP Germany. “With our Public Affairs Survey, we provide comprehensive insight into the perception of public affairs professionals in Germany.” This document summarises the most important results. The complete survey is available in German on our website (www.mslgroup.de).

1. PUBLIC AFFAIRS
SURVEY 2014
Synopsis

2. For the thirteenth consecutive year, MSL Germany interviewed public
affairs professionals from leading companies and industry federations.
The questionnaire was sent to more than 300 experts with about sixty replies
being received.
“One year after the federal elections, we present the views and thoughts
of leading German lobbyists about the new government’s work and some
of the latest trends in political communications” says Axel Wallrabenstein,
Chairman of MSLGROUP Germany. “With our Public Affairs Survey, we
provide comprehensive insights into the perception of public affairs profes-
sionals in Germany.”
This document summarizes the most important results. The complete sur-
vey is available in German on our website (www.mslgroup.de).
PUBLIC AFFAIRS
SURVEY 2014
INTRO

3. 3 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
43 %GOOD
2 %VERY POOR
54 %POOR
2 %VERY GOOD
One year after the federal elections, public affairs professionals in Germa-
ny have mixed opinions about the performance of the new grand coalition
made up of CDU/CSU and Social Democrats. 54 percent of respondents
rate the government‘s work as „poor” while 43 percent think it is „good“.
A marginal two percent vote for either „very good“ or „very poor“. However,
the grand coalition starts better than the previous Christian-liberal coalition,
composed of CDU/CSU and FDP: after their first year, 67 percent considered
their performance „poor“ or even „very poor“.
How do you rate the government’s work after their first year in office?
ONE YEAR AFTER THE ELECTION:
MIXED RATINGS FOR NEW GERMAN
GOVERNMENT

4. 4 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
6%
GOOD
24%VERY POOR
70%POOR
0%
VERY GOOD
The opposition in the federal parliament receives poor marks from German
lobbyists. 70 percent rate the work of the The Lefts and The Greens in the
German Bundestag as „poor“, 24 percent as “very poor”. Only 6 percent think
their work is „good“.
How do you rate the opposition’s work in the German Bundestag?
STRONG DISSATISFACTION
WITH OPPOSITION

5. 5 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
Although some conservatives miss a focus on economic policy, lobbyists hold them in high regards:
54 percent of the votes go to CDU and CSU. The liberal FDP (no longer represented in the federal
parliament) follows at 26 percent, still ahead of the SPD at 12 percent. The Greens come in at 5 percent,
just ahead of the Alternative for Germany (AfD), a populist right-wing party with recent successes in
state elections (3 percent).
Which party offers the most expertise on the economy?
CDU
48%
THE LEFT 0%
AFD 3%
CSU 6%
THE GREENS 5%
PIRATE PARTY 0%
SPD 12%
FDP 26%
OTHERS 0%
CONSERVATIVES LEADING IN
ECONOMIC COMPETENCE

6. What are the most important projects for the federal
government in the next three years? (three answers possible)
2%
OTHER
...
76%SOLVING THE
EURO CRISIS
22%
SUPPORT FOR
INNOVATIVE
COMPANIES
7%
REGULATION OF THE
FINANCAL SYSTEM
76%IMPLEMENTING
THE ENERGY
TRANSFORMATION
(ENERGIEWENDE)
17%
PENSION
REFORM
TAX REFORM
44%
IMPROVEMENT
OF SOCIAL
JUSTICE
11%
2%
COPYRIGHT
REFORM
20%DEEPENING OF
EUROPEAN
INTEGRATION
0%
UNIVERSAL
MINIMUM WAGE
9%
CLIMATE AND
ENVIRONMENTAL
PROTECTION
According to public affairs professionals, solving the Euro crisis and the
energy transformation (“Energiewende”) are the key political challenges for
the current government (each at 76 per cent). 44 percent of public affairs
professionals expect tax reform to be an important issue.
6 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
SOLVING THE EURO CRISIS MOST IMPORTANT
TASK FOR GOVERNMENT

7. German public affairs professionals are broadly optimistic about the country’s
economic development. Almost two thirds (61 percent) believe the country
is in for continued growth while one third of respondents (33 percent) expect
a stagnation.
How do you expect the economy to develop in 2015?
I EXPECT CONTINUED GROWTH
61%
I EXPECT STAGNATING GROWTH
33%
I EXPECT AN ECONOMIC
TURNDOWN
6%
OPTIMISM ABOUT ECONOMIC
DEVELOPMENT IN GERMANY
7 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS

8. 8 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
German lobbyists seem to be open-minded towards a mandatory lobby
register. Only 15 percent do not want to see it introduced. 65 percent are in
favour of a registration, but without disclosing any further data. A register with
the disclosure of budgets, staff, goals, service providers and other data is
preferred by 19 percent.
In Germany, the introduction of a mandatory register for
lobbyists is discussed regularly. What is your opinion about this topic?
19% I FAVOUR A MANDATORY LOBBY REGISTER
WITH THE BROADEST POSSIBLE DISCLOSURE
OF BUDGETS, STAFFING LEVELS, GOALS,
SERVICE PROVIDERS, ETC.
65% I FAVOUR A MANDATORY REGISTRATION
OF LOBBYISTS BY NAME, BUT WITHOUT
THE DECLARATION OF FURTHER DATA
15% I AM AGAINST THE INTRODUCTION
OF A MANDATORY LOBBY REGISTER
WHAT DO LOBBYISTS THINK ABOUT
A LOBBY REGISTER?

9. 9 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
The use of digital tools in the public affairs industry is growing every year.
54 percent of public affairs professionals in Germany already use social
media tools. However, personal meetings remain the most important tool
to maintain political contacts. 100 percent use these, followed by 83 percent
who use political salons.
Which tools do you use in order to maintain your
political contacts? (Multiple answers possible)
100% PERSONAL MEETINGS
WITH RELEVANT POLITICAL
DECISION-MAKERS
54% PANEL
DISCUSSIONS
83% POLITICAL SALONS
OR EVENING
EVENTS
57% WORKSHOPS
54% SOCIAL MEDIA
4% OTHERS
28% PERIODIC
MAILINGS
22% NEWSLETTERS
FOR THE FIRST TIME, MOST PUBLIC AFFAIRS
PROFESSIONALS USE DIGITAL TOOLS

10. If you are using social Media tools for maintaining political
contacts, which are they? (Multiple answers possible)
Facebook is still number one at 51 percent (up 8 percent). However, the
distance to second-placed Twitter melts to just three points. The use of Twitter
increases by 11 percent to 48 percent. Xing, a German business-oriented
network, grows by 16 percent and is now used by 31 percent of respondents to
maintain political contacts.
10%
3%
OTHER 6%
51%
48%
17%
17%
31%
10 MSL GERMANY PUBLIC AFFAIRS SURVEY 2014 – SYNOPSIS
PREFERRED SOCIAL NETWORKS FOR
PUBLIC AFFAIRS PROFESSIONALS

11. The complete survey in German is available for download here:
www.mslgroup.de
For more information please contact
Ole Wulff (+ 49 30 / 820 82 – 519, ole.wulff@mslgroup.com).
MSLGROUP Germany GmbH
Chausseestraße 8
10115 Berlin
Germany
Image rights: Tobias Koch (front page)