For the eleventh consecutive year, MSLGROUP Germany interviewed leading public affairs executives in Germany to bring you insights into the country's public affairs landscape. According to our Public Affairs Survey 2012, top managers now have more faith in the German government, with 60 per cent rate the government's work as "good” compared to only 34 percent in 2011.

1. Public Affairs Survey 2012
– Synopsis –

3. INTRO
For the eleventh consecutive year, MSL Germany
interviewed 300 public affairs professionals from
leading companies and industry federations in July,
with over sixty replies being received. „With our
Public Affairs Survey, we provide a comprehensive
insight into the beliefs of Public Affairs Officers
in Germany” says Axel Wallrabenstein, Chairman
of MSLGroup Germany. “The changes since 2011
are quite remarkable and should be helpful in the
formulation of lobbying strategies.”
In this document you’ll be provided with the most
important results. The complete survey is available
in German on our website (www.mslgroup.de).

4. 4 MSL Germany Public Affairs SURVEY 2012
Before the election year: improved
reputation for German government
Public Affairs Managers have more faith in the Ger- 2011. One year before the election this indicates a
man government. 60 percent rate the government’s clear upward trend, representing the best result for
work as “good” compared to only 34 percent in the Christian-Liberal coalition in this term.
0% 60% 37% 0% 3%
VERY GOOD GOOD POOR VERY POOR n/a

5. MSL Germany Public Affairs SURVEY 2012 5
Grand coalition after 2013?
For the 2013 federal election, the majority of public af- „very likely“ or „likely“. 90 per cent do not believe in a
fairs analysts expects a grand coalition between CDU/ repeat of the current coalition between conservatives
CSU and SPD: 95 per cent think such a coalition is and liberals.
How do you rate the chances for the following coalitions for the federal election in 2013?
cdu/ csu & FDP
5% very likely 53% not very likely
0% likely 37% unlikely 5% n/a
spd & greens
7% very likely 37% not very likely
42% likely 10% unlikely 5% n/a
CDU/CSU & SPD
50% very likely 5% not very likely
45% likely 0% unlikely 0% n/a
spd & greens & fdp
3% very likely 39% not very likely
15% likely 37% unlikely 6% n/a
cdu/ csu & Greens
0% very likely 27% not very likely
2% likely 62% unlikely 10% n/a

6. 6 MSL Germany Public Affairs SURVEY 2012
Steinbrück as candidate for
chancellorship
Former minister of finance and SPD hotshot, Peer cratic Party, beating the 2009 candidate and former
Steinbrück, is deemed to be the ideal candidate for foreign minister Frank-Walter Steinmeier.
the chancellorship from within the Social Demo-
Who is the ideal candidate for the chancellorship within the SPD?
13%
Hannelore kraft
33%
dr. frank- walter steinmeier
10%
sigmar gabriel
43%
Peer steinbrück

7. MSL Germany Public Affairs SURVEY 2012 7
Expectations for the economic
development
The years of steady economic growth in Germany economic downturn. Compared to 2011, 70 percent
are coming to an end. 73 percent are expecting of respondents predicted a continuation of the
stagnating growth for 2013, 16 percent expect an boom.
How do you estimate the economic development for 2013?
11% 73% 16% 0%
I Expect I expect I expect n/a
continued stagnating an economic
growth growth downturn

8. 8 MSL Germany Public Affairs SURVEY 2012
Economic outlook for the Euro-Zone
A clear majority of the public affairs executives than one-fifth (23 percent) opt for „likely“. Only two
deems a stabilization of the economic situation in percent believe that a stabilization is „very likely“.
the euro zone as „not very likely“ or „unlikely“. More
Do you expect a stabilization for the whole Euro-Zone in 2013?
UNLIKELY
8% VERY LIKELY
not VERY LIKELY
2%
68%
LIKELY
23%

9. MSL Germany Public Affairs SURVEY 2012 9
Maintaining political contacts
The social web is becoming increasingly important personal meetings with decision-makers, 65 per-
for Public Affairs and their contact management. cent organize political salons or evening events. 52
The number of those using social media for political percent stay in contact with the junior level of the
public relations increased by 24 percent to a total of German Bundestag through workshops or breakfast
44 percent. Classical instruments are still preferred events.
by Public Affairs Managers: All respondents use
Which tools do you use in order to maintain your political contacts?
65% salons or
political
35% 27% evening events
PERIODIC mailings newsletters 52%
Workshops
13%
OTHERS
44%
social media
47% and web 2.0
100%
Personal meetings with relevant
PANEL discussions
political decision-makers

10. 10 MSL Germany Public Affairs SURVEY 2012
Use of external service providers
Those who work with external service providers cent). The price-performance ratio plays a role for
were asked about their selection criteria. Most half of those surveyed, Internationality and the
important to them is „ experience / references“ (67 campaigning skills of the service provider are both
percent), followed by „the network of the service at 26 per cent.
provider with relevant decision-makers“ (62 per-
What are the criteria for selecting external service providers?
62%
the network of the
service provider with
relevant decision-makers
50%
price-performance
ratio
26%
internationality of
the service provider
26%
campaigning skills of
the service provider 10%
others
67%
Experience/references

11. The complete survey in German is available for download here: www.mslgroup.de
For more information please contact Florian Wastl (+ 49 30 / 820 82 – 524, florian.wastl@mslgroup.com).

12. MSLGroup Germany GmbH
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10115 Berlin