Lecture Public AffairsThe Hague University – 15 October 2012
An Introduction                  2
Hanneke VerhelstMaster International Relations   Public Affairs Consultant                                 & Board Member ...
Fleishman-Hillard                    4
Fleishman-Hillard Amsterdam• Over 8 years active in the Netherlands• A team of over 30 enthusiastic and passionate profess...
Disciplines and sectors  •   Reputation management       •   Consumer Goods  •   Corporate Social            •   Energy   ...
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 ...
Digital*Digital*Digital**making it work in Public Affairs                                    10
Today1.   Starting point2.   Supporting traditional PA activities3.   PA+4.   Stumbling blocks                            ...
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 stakehol...
14
MEP survey 2011   www.epdigitaltrends.eu                        92% of MEPs use a   YOUR CONTENT                       sea...
Research among Dutch MPs on the usage andtrust in sources of information (2012)                                     For fu...
An imaginary day in the life of a MP (info graphic)                                            For full research check    ...
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   r...
MEP survey 2011EU:  www.epdigitaltrends.eu  YOUR CONTENT92% of MEPs use asearch engine every dayNetherlands:9 out of 10 Du...
CONTENT* *Presenting your positions onlineDRIVING TRAFFIC*   *Ensuring that target audiences view your positions          ...
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 ...
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      ...
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        ...
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                               ...
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) Wiki...
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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 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

    1. Lecture Public AffairsThe Hague University – 15 October 2012
    2. An Introduction 2
    3. Hanneke VerhelstMaster International Relations Public Affairs Consultant & Board Member BVPA 3
    4. Fleishman-Hillard 4
    5. 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
    6. 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
    7. Lets talk about Public Affairs… 7
    8. Definition of Public Affairs 8
    9. 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
    10. Digital*Digital*Digital**making it work in Public Affairs 10
    11. Today1. Starting point2. Supporting traditional PA activities3. PA+4. Stumbling blocks 11
    12. 1. Starting point 12
    13. 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. 14
    15. 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
    16. 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
    17. 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. 18
    19. 2. Supporting traditional PA activities 19
    20. Scope of traditional EU advocacy 20
    21. i. Communicating message topolicy makers and influencers 21
    22. MEP survey 2011 www.epdigitaltrends.eu96% of MEPs 85% of MEPs YOUR CONTENT 78% of MEPsvisit interest read blogs visit Wikipediagroup sites 22
    23. 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
    24. CONTENT* *Presenting your positions onlineDRIVING TRAFFIC* *Ensuring that target audiences view your positions 24
    25. Content: Fleishman-Hillard 25
    26. Content Brussels best practice: Pesticides 26
    27. Targeted online advertising 27
    28. Key success factors 28
    29. ii. Establishing relationships with policy makers + influencers and building alliances 29
    30. 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
    31. Who does Neelie talk to? 31
    32. LinkedIncommunity 32
    33. Dedicated online communities for key stakeholders 33
    34. Key success factors 34
    35. iii. Monitoring to identify engagement opportunities & keep track of debate 35
    36. Free tool: tracking blogs and sites on www.netvibes.com 36
    37. Free tool: multiple Twitter activity on www.tweetdeck.com 37
    38. Pay for tool: monitoring www.radian6.com 38
    39. In summary… 39
    40. 1 40
    41. 2. PA+ 41
    42. The constituent consumer 1. What’s in it for me? 2. What matches my values? 42
    43. Personal safety, environmental protection, personalfreedom, well-being etc. 43
    44. More political actors:a pressure group upsurge 44
    45. A new model of influence Centralised powerFew political actorsTechnical arguments Rational Emotional Many political actors Value-based arguments Diffuse power 45 Source: Simon Titley
    46. Heard at the EP:“I’m on your side, butmy constituents are not”(nor are the papers and blogs they read) 46
    47. The disciplines… 47
    48. … are converging 48
    49. 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
    50. A new PA modelFuture? 50
    51. Bidding adieu toour comfort zone 51
    52. Meaning what? 52
    53. Think (and act)like campaigners 53
    54. No, our work is not toocerebral to be emotional 54
    55. Where doesdigital fit in? 55
    56. Story-telling is key 56
    57. How?Intelligencegathering & Delivery analysis 57
    58. Intelligence Intelligencegathering & → Delivery analysis narrative 58
    59. 3. Stumbling blocks 59
    60. Resources 60
    61. Control 61
    62. We want tobe discrete 62
    63. How do I make sureI reach my audience? 63
    64. Where do Istart? 64
    65. Thanks 65
    66. 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

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