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Presentation the Hague University on Digital Public Affairs, 14 october 2012
 

Presentation the Hague University on Digital Public Affairs, 14 october 2012

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On Monday 14 October I gave lecture on Digital Public Affairs to students of The Hague University. The presentation is updated with figures from a research on the usage of digital information sources ...

On Monday 14 October I gave lecture on Digital Public Affairs to students of The Hague University. The presentation is updated with figures from a research on the usage of digital information sources by Dutch MPs. For more details on this research please check: http://fleishman.nl/2012/08/online-communication-important-for-mps-points-of-view/?lang=en

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  • BVPA Student membership Essay Award Deadline: 1 November English or Dutch Prize: € 1.000 or accompany a pa professional for a day BVPA.nl
  • Fleishman-Hillard in Nederland biedt directe toegang tot de kennis en expertise van een mondiaal netwerk. Opgericht in 1946, is FH nu een van de meest toonaangevende public relations bureaus wereldwijd Meer dan 2,500 werknemers in 80 kantoren in 25 landen Fleishman-Hillard’s top 100 klanten werkt met gemiddeld met zeven FH kantoren Een onovertroffen reputatie op het gebied van kwaliteit De cultuur van ons bedrijf heeft ons binnen de industrie de beste werkgever gemaakt
  • We’re not a traditional lobby agency We offer a fully integrated package (PA and PR), with direct access to The Hague PA is more than just political The Hague We have a close relationship with our colleagues of FH Brussels
  • Nederland: 9 op de 10 = about the same
  • Content (
  • Who Neelie’s been chatting to in the last few weeks
  • OUTCOMES ENGAGEMENT Q/A PRESENCE AWARENESS COALITIONS ETC.
  • More important to citizen’s decision-making than traditional political affiliation
  • Compete for

Presentation the Hague University on Digital Public Affairs, 14 october 2012 Presentation the Hague University on Digital Public Affairs, 14 october 2012 Presentation Transcript

  • Lecture Public AffairsThe Hague University – 15 October 2012
  • An Introduction 2
  • Hanneke VerhelstMaster International Relations Public Affairs Consultant & Board Member BVPA 3
  • Fleishman-Hillard 4
  • Fleishman-Hillard Amsterdam• Over 8 years active in the Netherlands• A team of over 30 enthusiastic and passionate professionals• Over 35 national and international clients• Full service PR & PA with integrated digital services 5
  • Disciplines and sectors • Reputation management • Consumer Goods • Corporate Social • Energy Responsibility • Financial services • Interne communication • Issue management & crisis • Food & Beverage communication • Healthcare • Media training • Technology • Media relations • Digital and Social Media • Convergent Marketing • Public Affairs • Research & monitoring 6
  • Lets talk about Public Affairs… 7
  • Definition of Public Affairs 8
  • Definition of Public Affairs by BVPA "The strategic process of adapting and responding to political decision-making and changes in society & public opinion that affect the functioning of the organization.“ 9
  • Digital*Digital*Digital**making it work in Public Affairs 10
  • Today1. Starting point2. Supporting traditional PA activities3. PA+4. Stumbling blocks 11
  • 1. Starting point 12
  • 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” 13
  • 14
  • MEP survey 2011 www.epdigitaltrends.eu 92% of MEPs use a YOUR CONTENT search engine every96% of MEPs visit dayinterest group sites In the Netherlands: 9 out of 10 MPs use a search engine every day 15
  • Research among Dutch MPs on the usage andtrust in sources of information (2012) For full research check http://fleishman.nl/2012/08/onli ne-communication-important-for- mps-points-of-view/?lang=en 16
  • An imaginary day in the life of a MP (info graphic) For full research check http://fleishman.nl/2012/08/onli ne-communication-important-for- mps-points-of-view/?lang=en 17
  • 18
  • 2. Supporting traditional PA activities 19
  • Scope of traditional EU advocacy 20
  • i. Communicating message topolicy makers and influencers 21
  • MEP survey 2011 www.epdigitaltrends.eu96% of MEPs 85% of MEPs YOUR CONTENT 78% of MEPsvisit interest read blogs visit Wikipediagroup sites 22
  • MEP survey 2011EU: www.epdigitaltrends.eu YOUR CONTENT92% of MEPs use asearch engine every dayNetherlands:9 out of 10 Dutch MPs use asearch engine every day 23
  • CONTENT* *Presenting your positions onlineDRIVING TRAFFIC* *Ensuring that target audiences view your positions 24
  • Content: Fleishman-Hillard 25
  • Content Brussels best practice: Pesticides 26
  • Targeted online advertising 27
  • Key success factors 28
  • ii. Establishing relationships with policy makers + influencers and building alliances 29
  • MEP survey 2011 www.epdigitaltrends.eu ENGAGEMENT EU:69% of MEPs use social 39% of MEPs are onnetworks (primarily Twitter (15% growthFacebook) per year) Netherlands: 79% of MPs are on Twitterwww.epdigitaltrends.e 30
  • Who does Neelie talk to? 31
  • LinkedIncommunity 32
  • Dedicated online communities for key stakeholders 33
  • Key success factors 34
  • iii. Monitoring to identify engagement opportunities & keep track of debate 35
  • Free tool: tracking blogs and sites on www.netvibes.com 36
  • Free tool: multiple Twitter activity on www.tweetdeck.com 37
  • Pay for tool: monitoring www.radian6.com 38
  • In summary… 39
  • 1 40
  • 2. PA+ 41
  • The constituent consumer 1. What’s in it for me? 2. What matches my values? 42
  • Personal safety, environmental protection, personalfreedom, well-being etc. 43
  • More political actors:a pressure group upsurge 44
  • A new model of influence Centralised powerFew political actorsTechnical arguments Rational Emotional Many political actors Value-based arguments Diffuse power 45 Source: Simon Titley
  • Heard at the EP:“I’m on your side, butmy constituents are not”(nor are the papers and blogs they read) 46
  • The disciplines… 47
  • … are converging 48
  • A new PA modelPA in context Public affairs = communications that seek to influence the opinion and/or actions of policymakers Government relations = a PA tactic 49
  • A new PA modelFuture? 50
  • Bidding adieu toour comfort zone 51
  • Meaning what? 52
  • Think (and act)like campaigners 53
  • No, our work is not toocerebral to be emotional 54
  • Where doesdigital fit in? 55
  • Story-telling is key 56
  • How?Intelligencegathering & Delivery analysis 57
  • Intelligence Intelligencegathering & → Delivery analysis narrative 58
  • 3. Stumbling blocks 59
  • Resources 60
  • Control 61
  • We want tobe discrete 62
  • How do I make sureI reach my audience? 63
  • Where do Istart? 64
  • Thanks 65
  • Digital checklist Where do you appear in Google (you and your issue(s)) Your competitors? 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? For your issue, do you know the top 5 best blogs & Twitter feeds? Email: hanneke.verhelst@fleishman.comhanneke.verhelst@fleishman.com Twitter: @hannekeverhelst 66