Digital Public Affairs by Fleishman-Hillard
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Presentation by Hanneke Verhelst, public affairs consultant at Fleishman-Hillard on Digital Public Affairs at the Hanze University in Groningen (April 2012).
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Digital Public Affairs by Fleishman-Hillard
- 1. Digital, digital, digital* Groningen, 23 April 2012 *Making it work for you in Public Affairs
- 2. Introducing myself Master International Relations Public Affairs Consultant & Board Member BVPA
- 3. What is Public Affairs?
- 4. Program today 1. Starting point 2. Supporting your traditional activities 3. Towards a new Public Affairs model 4. Where to start?
- 6. 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”
- 8. MEP survey 2011 www.epdigitaltrends.eu 80% of MEPs visit YOUR CONTENT 92% of MEPs use a interest group sites search engine every every week day
- 9. 2. Supporting your traditional activities
- 10. Scope of traditional advocacy ii. Establishing i. Communicating relationships with message to policy policy makers + makers and influencers and influencers building alliances iii. Monitoring to identify engagement opportunities & keep track of debate
- 11. 1
- 12. i. Communicating message to policy makers and influencers
- 13. MEP survey 2011 80%www.epdigitaltrends.eu of MEPs 63% of MEPs 78% of MEPs YOUR CONTENT visit interest read blogs visit Wikipedia group sites every week every week every week
- 14. MEP survey 2011 www.epdigitaltrends.eu YOUR CONTENT 92% of MEPs use a search engine every day
- 15. CONTENT**Presenting your positions online DRIVING TRAFFIC* *Ensuring that target audiences view your positions
- 17. Online advertising Legislative Office, Work in the European Anyone in Brussels and major International Affairs, Commission, European capitals who search for: Government Administration, Parliament and Council of Energy efficiency, eu energy Executive Office, Political Ministers OR live in Brussels policy, renovate europe, Organization, Government are above the age of 22 and guenter oettinger, hedegaard Relations, Public Policy, have interests in the European Non-Profit Organization Union, politics and energy Total clicks: 515 Management Total cost: 393 Euro Total clicks: 234 Total clicks: 199 Total cost: 23 Euro Total cost: 248 Euro
- 18. ii. Establishing relationships with policy makers + influencers and building alliances
- 19. MEP survey 2011 www.epdigitaltrends.eu 69% of MEPs use social 34% of MEPs are on ENGAGEMENT networks (primarily Twitter (15% growth Facebook) per year) www.epdigitaltrends.eu
- 20. Who does Neelie talk to?
- 22. Dedicated online communities for key stakeholders
- 23. iii. Monitoring to identify engagement opportunities & keep track of debate
- 24. M(E)Ps tweeting
- 25. Tracking blogs and sites
- 27. 3. Towards a new public affairs model
- 28. The constituent consumer 1. What’s in it for me? 2. What matches my values?
- 29. More political actors: a pressure group upsurge
- 30. A new model of influence Centralised power Few political actors Technical arguments Rational Emotional Many political actors Value-based arguments Diffuse power Source: Simon Titley
- 31. Heard at the EP: “I’m on your side, but my constituents are not” (nor are the papers and blogs they read)
- 32. The disciplines… Reputation Government management relations Marketing
- 33. … are converging Reputation Government management relations Marketing
- 34. A broadening scope of Public Affairs Communications Public Affairs Government relations
- 35. Bid adieu to your comfort zone
- 36. Meaning what?
- 37. Think (and act) like campaigners
- 39. Where does digital fit in?
- 40. Digital allows “Every company is now a media company”
- 41. How? Intelligence gathering & Delivery analysis
- 42. Intelligence Intelligence gathering & → Delivery analysis narrative Insights CONTENT STRATEGY
- 43. 4. Where to start? 43
- 44. Digital checklist Where do you appear in Google (you and your issue(s)) To what key-words is your issue linked to? 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/your issue? For your issue, do you know the top 5 best blogs & Twitter feeds
- 45. Thanks 45
- 46. Contact @hannekeverhelst linkedin.com/in/heverhelst Digitalpublicaffairs.nl Publicaffairs2point0.eu hanneke.verhelst@fleishman.com 46