2011 Capital Staffers Index

2011 Capital Staffers IndexA Global Analysis of Digital Media’sImpact on Shaping PolicyNovember, 2011

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

CLOSING THE GAPExecutive summary

Key insights Digital advocacy is on the rise • The number of staffers who consider social networks (+32 points) and Twitter (+34 points) effective has grown by more than thirty points since 2009 • E-mail’s effectiveness in influencing policy is now on par with more established means of contacting members CLOSING THE • Mobile apps are increasingly viewed as a viable form of communication as well GAP Traditional modes of constituent-to-member contact remain effective • Over 80% of staffers consider in-person visits, telephone calls, and written letters effective • Direct lines of communication are generally preferred to contact through surrogates such as lobbyists and trade associations

Key insights Twitter has gone mainstream • A majority of members (53%) and staffers (60%) now use Twitter. In 2010, staffers reported that only 38% of their members used Twitter. • Twitter use is heavily influenced by its capacity as a conduit to news and information CLOSING THE GAP Research and messaging are key to advocacy success • When meeting with lobbyists, staffers report paying significant attention to the research of academics and non-governmental organizations • Evidence-based analysis from advocacy groups drives success • Poor messaging is considered a top reason for failure of a public relations campaign, especially among European and North American staffers

CLOSING THE GAPConstituentCommunication

Effectiveness of reaching members through socialnetworks and Twitter is growing, rapidly approachingmore traditional modes that maintain their leadReaching Members Change 2009 2010 2011% Total Effective from 2009*In-person visits with constituents N/A N/A 94% --Constituent-sent e-mails 87% 92% 85% -2Telephone calls 85% 83% 83% -2Written letters 90% 88% 81% -9Through a member’s website N/A 72% 79% +7Newspaper columns N/A N/A 72% -- CLOSING THEIn-person visits with a professional lobbyist N/A N/A 70% -- GAPTelevision appearances N/A N/A 70% --Through a trade association N/A N/A 64% --Press releases N/A N/A 62% --Radio appearances N/A N/A 62% --Through a member’s Facebook, Orkut or other social network profile 22% 37% 54% +32Op-eds N/A N/A 54% --Television advertising N/A N/A 47% --Print advertising N/A N/A 45% --Mobile interaction through applications or text messages N/A 32% 44% +12Through Twitter 7% 15% 41% +34Radio advertising N/A N/A 40% --Comments posted on YouTube N/A 14% 30% -- *2010 for Through a member’s website and Traditional Channel Digital Communication Paid Media Mobile interaction through applications or text messagesWhen constituents contact your member, how effective are each of the following modes of contact?

Twitter and social networks have experienced by far themost significant growth 92% 87% 85% 79% 72% CLOSING THE 54% GAP 44% 37% 41% 32% 22% 15% 7% 2009 2010 2011 Constituent-sent e-mails Through a members Facebook, Orkut or other social network profile Through a members website Through Twitter Mobile interaction through applications or text messagesWhen constituents contact your member, how effective are each of the following modes of contact?

The internet’s role in informing and shapingpolicy issues continues to increase Learned about a public policy issue for the first time online France 82% Educated EU 75% Ref Argentina 72% 1% Canada 68% 2009 No UK 65% 39% Germany 64% Yes US 62% No 60% CLOSING THE Yes Brazil 46% 46% 54% China 45% Mexico GAP 38% % Yes India 35% Changed your position on a policy issue, based on something you read online Mexico 58% Energized EU 45% France 40% Yes Brazil 32% 2009 Canada 33% 32% US 30% Yes No India 29% 19% 67% Germany 28% No UK 24% 81% Argentina 22% % Yes China 20%In the last 30 days, have you:

Current use of Facebook and Twitter is already outpacing last year’s forecast for three-year growth +8 Points +8 Points 60% CLOSING THE 53% 55% GAP52% 52% 50% 45% 46% 41% 42% 41% 38% 38% 34% 27% Facebook Twitter Text Messaging Blogs Instant Messaging 2010: Will use 3 years from now 2011: Use today 2011: Will use 3 years from now 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.

A majority of staffers use Twitter – most for faster alerts and access to newsThere is a clear desire to influence the flow of information: using Twitter to receive news quickly and call attention to issues bypasses traditional news sources and allows staffers to act as a source of information themselves. Twitter Use by Country Receiving news and (60% Overall) information quickly 18% CLOSING THE Canada 96% Mexico 88% GAP US 84%Argentina 66% Do not use Twitter/Ref Helping call attention to 40% news and issues UK 66% 11% China 65% Brazil 58% Talking to constituents EU 47% about issues 8% India 47% Receiving messages from Receiving information that elected officials other France 32% has not been filtered Other than the Member by the media Shaping public 2% you work forGermany 30% 7% debate about Listening to issues 1% an issue important to % Use Twitter constituents 6% 5% Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter?

Twitter’s ability to provide news and politics is a large factor motivating who staffers choose to follow The focus on members of the mediaMembers of the media 52% highlights a need for a renewed focus on direct media relations Political professionals 45% Legislative colleagues 37% CLOSING THE GAP Federal government 36% entities Local interest groups 35% Bloggers 34% Community 30% organizations Interacting with constituents is clearly not a primary factor driving Constituents 28% staffer Twitter use. If you use Twitter, please select each of the types of people YOU follow on Twitter?

CLOSING THE GAPAdvocacyEffectiveness

Outside research and briefing overviews play an important role when staffers meet with lobbyists CLOSING THE GAP 45% 43% 42% 29% 28% 27% 12% 6%Whitepapers written Research conducted by One-page briefing Editorials in Research conducted by Third-party polling of Advertising Blogs by university non-governmental overviews newspapers industry groups your constituents academics organizations % Top Three Pay Most Attention To When you meet with lobbyists, which THREE of the following things do you pay the most attention to?

Advocacy is personal, not mutual Letters from voters 88% 8% Letters from local community leaders 87% 8% Days when individual constituents visit your CLOSING THE office 86% 10% GAP E-Mails 80% 15%Editorials from your local newspaper written by business or community leaders 77% 16% Direct messages sent through social media 62% 28% Online petitions 61% 35% Help Hurt When hearing from [US ONLY: grassroots groups / EUROPE ONLY: local advocacy groups], which of the following things help that group’s cause, and which of the following hurt that group’s cause?

Campaign fail factors A weak media relations team 6% Ref Poor message 2% development A poor spokesman 21% 6% A weak govt relations or lobbying team CLOSING THE 7% GAP A small and narrowcoalition of like minded groups 7% Limited grassroots support 13% Minimal or poorly executed advertising 7% A poorly Overt links to narrow designed, intuition based corporate interests strategy 11% 10% Not developing studies that support their goals 10% Which ONE of these is typically the reason why a public affairs campaign fails?

Evidence-based analysis and direct messaging are importantfor work between advocacy groups and staffers Top Three Factors Fact Supported Messaging Top Thing to Make Job Easier By Country Present clear analysis with evidence 23% US Present clear analysis with evidence (28%) Be focused on message 20% Don’t be overwhelming/fewer e-mails UK Know the issue 11% (23%) Present clear analysis with evidence Don’t be overwhelming/fewer e-mails 7% EU (22%) CLOSING THE Better communication 6% Use more technology 4% FR Be focused on message (28%) GAP Better cooperation 4% Present clear analysis with evidence Handle questions personally 3% DE (36%) Don’t be self-serving 2% Show support for local concerns 2% IN Be focused on message (11%) Honest/don’t lie 2% Work at ground level 2% Present clear analysis with evidence AR Be less superficial 1% (34%) Have good relationship with media 1% Present clear analysis with evidence Show impact on constituents 1% BR (48%) Acknowledge other side of issue 1% Coordinate with party vision 1% Present clear analysis with evidence MX Environmental management 1% (40%) Stronger infrastructure policy 1% Present clear analysis with evidence; Schedule meetings in advance 1% CN Better communication (10%) Create more telecom licenses 1% Make it easier for businesses 1% Know the issue; Don’t be CA overwhelming/fewer e-mails (12%) What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier? (Open ended)

“It’s the economy stupid” / “All politics is local” Total Important: Total Important: Total Important: Total Important: Total Important: 95% 95% 86% 84% 77% 27% 30% CLOSING THE 40% 39% GAP 35% 68% 65% 46% 45% 42%The impact an issue will have on The impact an issue will have on The impact an issue will have on The impact an issue will have on The impact an issue will have on the national economy your region’s constituents the government the environment national defense Very Important Somewhat Important How important are each of the following in turning a policy issue into a policy priority for you?

CLOSING THE GAPSparky Zivinsparky.zivin@strategyone.com202-326-1708Jere Sullivanjere.sullivan@edelman.com202-772-4035

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2011 Capital Staffers Index

by StrategyOne on Dec 06, 2011

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2011 Capital Staffers Index — Presentation Transcript