MSL Germany Public Affairs Survey 2013 - Synopsis

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For the twelfth consecutive year, MSL Germany interviewed more than 300 public affairs professionals from leading companies and industry federations, with over sixty replies being received. “At the end of this legislative period, we asked public affairs professionals in Germany to review the government’s record, track the latest trends in political communications and venture educated guesses about key future developments”, says Axel Wallrabenstein, Chairman of MSLGROUP Germany. “While the results are not representative given the relatively small number of public affairs professionals, they are highly instructive – and indicative of the perceptions and priorities of key actors in the public affairs sector in Germany.“
This document provides a summary of the most important results. The complete survey is available in German on our website (www.mslgroup.de).

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MSL Germany Public Affairs Survey 2013 - Synopsis

  1. 1. Public affairs SURVEY 201352%YES31%NO51%Synopsis
  2. 2. For the twelfth consecutive year, MSL Germanyinterviewed more than 300 public affairs professio-nals from leading companies and industry federa-tions, with over sixty replies being received.“At the end of this legislative period, we askedpublic affairs professionals in Germany to reviewthe government’s record, track the latest trends inpolitical communications and venture educatedguesses about key future developments”, says AxelWallrabenstein, Chairman of MSLGROUP Germany.“While the results are not representative given therelatively small number of public affairs professio-nals, they are highly instructive – and indicative ofthe perceptions and priorities of key actors in thepublic affairs sector in Germany.“This document provides a summary of the mostimportant results. The complete survey is availablein German on our website (www.mslgroup.de).INTRO
  3. 3. MSL Germany Public Affairs Survey 20133Approval ratings among public affairs professionalsfor the sitting conservative-liberal government haveimproved significantly. 74 per cent now rate thegovernment‘s work as “good” or “very good” com-pared to just 34 per cent two years ago.Before the election: higher approvalratings for German governmentHow do you rate the government’s work after its third year in office?8%very good66%Good26%poor0%very poor
  4. 4. MSL Germany Public Affairs Survey 20134Grand coalitionCDU/CSU & SPDRed-GReenSPD & The GreensRepeat of Black-YellowCDU/CSU & FDPBlack-GreenCDU/CSU & The GreensTraffic lightSPD & The Greens & FDPRED-RED-GREENSPD & The Greens & The Left2%56%31%2%3%5%Which coalition do you expect after the federal election in 2013?Public affairs professionals appear to be thinkingalong traditional lines: The majority expect a GrandCoalition consisting of Conservatives and Social De-mocrats as the most likely outcome of the electionin September. 31 per cent believe in a repeat of thegoverning coalition of CDU/CSU and FDP. All othercoalitions are seen as very unlikely, including a part-nership between CDU/CSU and The Greens.In no mood for experiments: Public affairsprofessionals expect Grand Coalition
  5. 5. MSL Germany Public Affairs Survey 20135Solving the euro crisis82%Implementing the „Energiewende“(Energy transformation)70%Regulation ofthe financialsystem28%Deepening ofEuropeanIntegration16%5% Improvementof social justice tax reform39% 7% climate and environmentprotection5% universalminimum wage5% support forinnovative companies3% pension reform2% copyright reform7% otherMost public affairs professionals (82 per cent) thinkthat solving the Euro crisis will be the next Germangovernment’s most important task. Other key policyareas are the so-called “Energiewende” (energy trans-formation) at 70 per cent and tax reform (39 per cent).Solving the euro crisis most importanttask for next governmentWhat are the most important projects for the next federal government?
  6. 6. MSL Germany Public Affairs Survey 20136There is cautious optimism among German publicaffairs professionals with regard to the country’seconomic development. While almost two thirds(64 per cent) believe the country is set for a year ofstagnating growth, about one third of respondents(34 per cent) expect growth to continue. This figureis up from just eleven per cent in 2012 when 73 percent expected stagnating growth and 16 per centfeared an economic downturn.Modest economic growth to continueHow do you estimate the economic development for 2013?I Expectcontinuedgrowth34%I Expectstagnatinggrowth64%I expect aneconomicdownturn2%
  7. 7. MSL Germany Public Affairs Survey 20137Do you seek dialogue with political parties to talk about the election and government programs?Three quarters of public affairs professionals seekdialogue with political parties about their electionmanifestos and/or programmes for government .21 percent prefer not to talk to politicians abouttheir plans for the next legislative period.Mapping out the agenda for the nextparliament75%YES21%NOn/a4%
  8. 8. MSL Germany Public Affairs Survey 20138Which tools do you use in order to maintain your political contacts?Personal meetings remain by far the most impor-tant tool for public affairs professionals to maintaintheir political contacts (97 per cent), followed bypolitical salons (66 per cent) and workshops (51 percent). Interestingly: The number of those using so-cial media in a public affairs context has decreasedby 16 per cent to 28 per cent.Public affairs remains a face-to-facebusinesspersonal meetingswith relevant politicaldecision-makers97% panel discussions46%social mediaand web 2.0-elements28%periodic mailings36%newsletters33%political salons orevening events66%others3%Workshops51%
  9. 9. MSL Germany Public Affairs Survey 20139How have your public affairs related activities developed in the current year?Corporations and industry associations spend moreon public affairs as the federal election approaches.39 per cent have increased their expenditure forpublic affairs related activities, and 43 per cent areusing additional human resources.Public affairs spending increases inelection yearAdditional human resourceswere used for public affairsrelated activitiesless human resources wereused for public affairsrelated activitiesAdditional financial resourceswere used for public affairsrelated activitiesless financial resources wereused for public affairs relatedactivities43% 23%39% 16%
  10. 10. MSLGroup Germany GmbHChausseestraße 810115 BerlinGermanyThe complete survey in German is available for download here:www.mslgroup.deFor more information please contact Florian Wastl(+ 49 30 / 820 82 – 524, florian.wastl@mslgroup.com).MSLGROUP Germany GmbHChausseestraße 810115 BerlinGermany89%37%57%Berlin

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