Der Edelman „Capital Staffers Index 2011” wurde im Oktober 2011 zum dritten Mal im Auftrag der Edelman Public Affairs Practice von dem Marktforschungsunternehmen StrategyOne durchgeführt. Befragt wurden 542 Parlamentsmitarbeiter und Entscheidungsvorbereiter in den nationalen Parlamenten in Argentinien, Brasilien, China, Deutschland, Frankreich, Großbritannien, Indien, Kanada, Mexiko, USA und der Europäischen Union.

1. 2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy
November 2011

2. Research Methodology and Objectives
StrategyOne surveyed 542 senior This survey tests the perceived value of various communication
staff members from key capitals strategies as tools for policymakers to connect with local residents and
around the world from September communities; determines the credibility and trust associated with
26 to October 31, 2011. social media networks; and compares the Internet’s influence on
policymakers internationally.
London, UK Parliament 91
Brussels. BE Parliament 51
Paris, FR Assembly 50
Berlin, DE Bundestag 50
Washington, DC Congress 50
Ottawa, CA Parliament 25 New Delhi, IN Parliament 55
Mexico City, MX Congress 50 Beijing, CN Congress 20
Buenos Aires, AR Congress 50
The overall margin of
error is +4.2% in 95 Brasilia, BR Congress 50
out of 100 cases.

3. Germany 2011 - Traditional is key
Traditional Channels
Direct Constituent Contact Surrogate Constituent Contact
% Total Effective
Direct contact from
constituents is considered
much more effective than
contact from surrogates.
Trade associations are
viewed as particularly
ineffective in China and
Germany. Written letters
test poorly in China as well.
US Argentina
UK Brazil
EU Mexico
France China
Germany Canada
India
When constituents contact your member, how effective are each of the following modes of contact?

4. Germany 2011- Digital going mainstream
Digital Communication Communications through Digital Channels
% Total Effective
While they have the
broadest appeal, email and
websites are sometimes
rivaled by social media.
A majority of staffers in a
diverse array of countries
find Facebook effective, and
Twitter is particularly
popular in Latin America.
US Argentina
UK Brazil
EU Mexico
France China
Germany Canada
India
When constituents contact your member, how effective are each of the following modes of contact?

5. In Germany, current Facebook use
outpaces last year’s projected three-
year growth
Thinking about several different technologies, please indicate whether or not your Member was using them to
communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from
now. (Germany only)

6. Twitter increasingly used as an issues
and news first alert system
Twitter Use by Country
(60% Overall)
There is a clear
desire to influence
the flow of
53%
information: using Do not use Twitter
Twitter to receive
news quickly and
call attention to Receiving Listening
issues bypasses news to issues
traditional news quickly
Shaping
sources and allows debate
staffers to act as a Calling Receiving
source of attention to unfiltered
information issues Talking to information
themselves. constituents
Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using
Twitter?

7. Traditional media channels play supporting role
Traditional Channels
Publicity-Oriented Constituent Contact
% Total Effective
Staffers are generally a bit
more skeptical of publicity-
generating constituent-to-
member contact.
Less than a third of German
staffers say these forms of
contact are effective. TV
appearances are weaker in
Europe overall.
US Argentina
UK Brazil
EU Mexico
France China
Germany Canada
India
When constituents contact your member, how effective are each of the following modes of contact?

8. Paid advertising is considerably less effective in
Germany than elsewhere
Paid Media
% Total Effective
Paid media advertising falls
flat among European
staffers.
TV advertising is generally
more effective than print or
radio in the US, South
America, and Asia.
Canadian staffers, however,
prefer print and radio.
US Argentina
UK Brazil
EU Mexico
France China
Germany Canada
India
When constituents contact your member, how effective are each of the following modes of contact?

9. Effective Public Affairs
spans
the Media Clover
Traditional PA Digital PA
Political PR Political
Advertising

10. Content is the fuel that powers our stories, and can amplify
coverage across all four leaves of the media clover.

11. From Policy Issue to Policy Priority
“It’s the Economy Stupid” & “All Politics is Local”
84% 90%
66%
52%
How important are each of the following in turning a policy issue into a policy priority for you? (Germany only)

12. Campaign “Fail Factors”
Small &
narrow No answer
coalition
8% No studies
that support
Poor strategy goals
Weak media
8% relations
Poor spokesman Poorly executed
advertising
18% Narrow corporate
interests
Weak team
Limited
grassroots
support
28%
Poor message
Which ONE of these is typically the reason why a public affairs campaign fails? (Germany only)

13. The internet is a driver in informing
and shaping policy issues
Educated Energized
Learned about a public Changed your position
on a policy issue, based
policy issue for the first
time online 60% on something you read 61%
YES online NO
54% 81%
in 2009 in 2009

14. Outside research and briefing
overviews play an important role when
staffers meet with lobbyists
When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
(Germany only)

15. Making Life Easier
Evidence-based analysis is important
Present clear analysis with evidence 36%
Be focused on message 26%
Top Two Factors Better cooperation 14%
Fact Supported
Messaging Use more technology 8%
More personal contact 8%
Know the issue 4%
Be less superficial 4%
Better communication 2%
Have good relationship with media 2%
What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?
(Open ended) [Germany only]

16. Edelman Capital Staffers Index 2011
Key Results
1. Traditional Public Affairs remains core
strategy with highest effectiveness rates
2. Digital Public Affairs is going Traditional Digital
mainstream PA PA
a. Digital PA 1.0 equals traditional Public
Affairs in effectiveness
b. Digital PA 2.0 still to gain importance
in future
Political Political
Advertisi
3. Political Public Relations via traditional PR
ng
Media to flank traditional and digital
approaches
4. Paid advertising of political content is
less effective

17. 2011 Capital
Staffers
Index
A Global Analysis of Digital
Media’s Impact on Shaping Policy
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