The Strategic Application Of Technology To The Business Of Influence - Stakeholder Engagement.

1. The strategic application of technology to the business of influence.
Leesa Fogarty| Vice President Asia Pacific & Northern Europe
Augure – The Reputation Management Company
Regional Headquarters | 271 Regent Street LONDON W1B 2ES
Tel. +44 7970621188
Linkedin. http://www.linkedin.com/in/leesafogarty

2. Hello.
There are 2 ways you can navigate this slide deck
Self interest Client Interest
2 inimitable promises that you can A day in the life of an enlightened
bring to your next pitch to win public affairs professional…
resources for the business
Joe Blogs
Acme Ltd.
Go Frank Blogs
XYZ Go
Client practice Lead
Director Public Affairs
Asia
Asia

3. But first, what clients tell us
(Part 1) Relationships are key so ‘Know thy stakeholder’
Big Execution challenges But pick your excuse for failure… *
No decent government data in the region, no time, no
headcount, the temp left, countries are in ‘black box’
Who and where is our audience?
mode, audience changing to fast, contacts spread over
too many teams, no help from the other silos, not set up
Can we engage them rapidly and efficiently?
to manage this, last guy left with all the contacts …
* Multiple choices are allowed
Can we monitor and report on our progress?
The objective result… sub-optimal influence
Audience coverage low, accuracy poor, networks
incomplete, depth of contact data shallow, data
compliance issues, low institutional memory and the
quality of the relationship and program suffers.
? Stakeholder perception… underwhelmed
It can take years to build your network but continuity
Joe Blogs
Acme Ltd.
Director Public Affairs
suffers as relationships walk out of the door when you
Asia are re-posted. Stakeholder wants to be nurtured.

4. What clients tell us
(Part 2)
3 Corporate Imperatives
Scale: many more new stakeholders
Influence as usual not working
are exercising influence over our
strategy than ever before. How can we
identify these and influence them?
Scale?
Style: our traditional audience is being
influenced in many new ways. How can
we leverage these new means and tools
? of influence?
Organization: a new nimbler and
Style?
more communication savvy class of
advocates and opponents is proving
more capable of influencing opinion
Joe Blogs
Acme Ltd. than us. How can we increase agility
Director Public Affairs
Asia and execution capability?
Organization?

5. What clients wanted…
I need to scale my influence…
(Without scaling my headcount, budget or agencies)
The wider
community of
influencers
The influencers of my
targets
My core targets
The Basics Taking it further

6. What we built…
 Comprehensive database of
government elites, influencers and
media across the region
 Customized and segmented by sector
# 1. Connection to the and issue
influencers  Custom ‘On-demand’ audience
collection services
 Automatically refreshed and updated
Policy
Latest
update
research
piece
#2. A sophisticated yet Event
simple relationship invite
management platform
Happy
B-day

7. How it works…
Working Class Public Affairs professional: A Day in the Life
Mail new policy
Catch up on mail. Get whitepaper to
ready for meetings. Plan 1236 Hong Kong
Q4 influence plan. officials. Product Launch
Yes No
Event. Cocktail.
Dinner. Speech
Wake. Grab and off home.
coffee. Scan Check event
Blackberry & registration
mail for any for Gov’t
issues. roundtable.
7:00 A.M. 8:30 A.M. 9:00 A.M. 12:00 P.M. 4:00 P.M. 8:00 P.M.
Pick up red
phone for crisis
in Australia. BBC interview
Which for feature
Project planning meeting favourable article.
with PR, Marketing and opinion leaders Who is this
Comms. How can we could help the journalist guy
integrate our influence? local team? again?
Transit to lunch
meeting with NGO
group and The Minister.
Who last met them?

8. 2 inimitable promises to bring to your next client pitch that
may just clinch the business
They (and of course we too) have (Only) We can enable you to
1. The connections 1. Master the magic issue model
2. The experience
3. The know how 2. Truly scaled, impactful stakeholder
4. The network connections
5. etc

9. Pitch Promise 1: Mastery over the Magic Issue Model
# 1. Corporate reputation… the sum # 2. Years to build… Seconds to destroy.
of all parts
# 3. The science of issue management – The Magic Issue Model

10. Pitch Promise 1: The Magic Issue Model Applied*
*not as complex as it looks and clients love it
Example: Food Sector
Agency Promise:
1. Proactive and systematic identification, collection
and organization of country influencer and
stakeholder networks
2. Help you proactively engage, communicate,
educate, inform, motivate, activate and maintain
involvement.
Client benefit:
• Reduction in cost of issue over
lifecycle
• Relative advantage to competition
• Opportunity to seize the image
agenda

11. Pitch Promise 2: Scaled, impactful stakeholder connections
Actors and positions
Example: Pharma
Agency promise: better management of a complex Korean
Pharma Market Access plan
Client benefit:
• Clearer strategy
• Management visibility
Actors and influence
Positions and Influences at a glance

12. Pitch Promise 2: Scaled, impactful stakeholder connections
Example: Pharma (continued)
Agency promise: superior engagement
Client benefit:
• Better engagement
• Drive strong, consistent communications and
relationship with key stakeholders
• Ensure an integrated country approach to
market access
Brand, data, issue, product,
Goal: Aircover to drive awareness crisis driven communications
 Leveraging marketing, PR and comms
leveraging:
• Trade shows
• Key Opinion Leader
Liaison programs (Ad v.
Boards, etc)
• CSR campaigns &
Goal: Ongoing dialogue with the influencers materials
 Integrated marketing tactics
• Disease awareness
programs
• Communiqués
• Mailings
Goal: Deep relationships • Road shows (speaker
 Core public affairs team focus.
tours)
• Information meetings
• Seminars
• 1:1, 1: few meetings
And that blockbuster drug approved 1 year earlier than forecast

13. The strategic application of technology to the business of influence.
Thank you
Leesa Fogarty| Vice President Asia Pacific & Northern Europe
Augure – The Reputation Management Company
Regional Headquarters | 271 Regent Street LONDON W1B 2ES
Tel. +44 7970621188
Linkedin. http://www.linkedin.com/in/leesafogarty

14. Who can we leverage for the Australian issue?
Who do we know in government? Review.
Who is she? Review BIO
Who’s in her team? Check.

15. BBC interview for feature article.
Who is this guy. Review.
Who owns this contact? Call Jeremy for info.
Which events has this guy attended with us. Check.
What has he written in the past. Read.

16. Project planning meeting with PR, Marketing and Comms.
Review stakeholder opinion map.
Select target audiences by initiative
Set up project management space

17. Mail new policy whitepaper to 1236 Hong Kong officials
Fine tune list
Last check on individuals.
Upload content, message and send.

18. Check event registration for Gov’t roundtable
Yes No
Uh oh. Registration is not on target.
Government Round Table
Recheck invitee targets
Alert events team to launch new wave of invites.