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
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
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
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
15. MEP survey 2011
www.epdigitaltrends.eu
92% of MEPs use a
YOUR CONTENT
search engine every
96% of MEPs visit
day
interest 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 and
trust 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
22. MEP survey 2011
www.epdigitaltrends.eu
96% of MEPs 85% of MEPs
YOUR CONTENT 78% of MEPs
visit interest read blogs visit Wikipedia
group sites
22
23. MEP survey 2011
EU:
www.epdigitaltrends.eu
YOUR CONTENT
92% of MEPs use a
search engine every day
Netherlands:
9 out of 10 Dutch MPs use a
search engine every day
23
24. CONTENT* *Presenting your positions online
DRIVING TRAFFIC*
*Ensuring that target audiences view your positions
24
30. MEP survey 2011
www.epdigitaltrends.eu
ENGAGEMENT EU:
69% of MEPs use social
39% of MEPs are on
networks (primarily
Twitter (15% growth
Facebook)
per year)
Netherlands:
79% of MPs are on
Twitter
www.epdigitaltrends.e 30
45. A new model of influence
Centralised power
Few political actors
Technical 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, but
my constituents are not”
(nor are the papers and blogs they read) 46
49. A new PA model
PA in context
Public affairs = communications that
seek to influence
the opinion and/or actions of
policymakers
Government relations = a PA tactic
49
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
Editor's Notes
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