Tips for Effective EU Public Affairs: Practical ideas to reach the highest impact for your issue 7 Tips of EU public affairs: actionable and practical ideas for all sectors Mistakes and pitfalls to avoid when advocating your issue http://www.eu-academy.eu/freeresources/7-tips-for-effective-eu-public-affairs-practical-ideas-to-reach-the-highest-impact-for-your-issue/

1. Free Webinar - 26 June 2013 -1-2pm
Please turn up your computer speakers or put on your
headset
You can ask questions in writing in the chat panel
7 Tips for Effective EU Public
Affairs: Practical ideas to
reach the highest impact for
your issue

2. Free Webinar – 26 June 2013 -1-2pm
Please turn up your computer speakers or put on your
headset
You can ask questions in writing in the chat panel
WELCOME to the 5th
FREE webinar

3. ABOUT THE WEBINAR
SERIES
1

4. EU Lobbying, Ethics &
Transparency: "Do"-s
and "Don't"-s
Risk Regulation in the
EU: Sectors,
Advocacy and the
Precautionary
Principle
Regulatory Affairs
Explained: What you
must know about
implementing &
delegated acts
How to Master EU
Interest
Representation: The
BM guide to EU
lobbying best practices
7 Tips for Effective EU
Public Affairs: Practical
ideas to reach the
highest impact for your
issue
Digital Communication
in EU Affairs: How to
master Twitter, Linkedin
& social media in public
affairs
EU Public Affairs
Forecast until June
2014: What to expect
until the end of Barroso
II and beyond?

5. GOOD TO KNOW
2

6. Turn off your Outlook, Skype and other programs

7. Turn off your Outlook, Skype and other programs
Ask via chat in the bottom left chat box

8. Turn off your Outlook, Skype and other programs
Ask via chat in the bottom left chat box
Questions will be answered during & after the
presentation

9. Turn off your Outlook, Skype and other programs
Ask via chat in the bottom left chat box
Questions will be answered during & after the
presentation
Presentation will take approx. 40 mins, followed by
Q&A

10. Turn off your Outlook, Skype and other programs
Ask via chat in the bottom left chat box
Questions will be answered during & after the
presentation
Presentation will take approx. 40 mins, followed by
Q&A
The webinar is being RECORDED

11. Turn off your Outlook, Skype and other programs
Ask via chat in the bottom left chat box
Questions will be answered during & after the
presentation
Presentation will take approx. 40 mins, followed by
Q&A
The webinar is being RECORDED
Recording & PPT will be made available within 3
days

12. Turn off your Outlook, Skype and other programs
Ask via chat in the bottom left chat box
Questions will be answered during & after the
presentation
Presentation will take approx. 40 mins, followed by
Q&A
The webinar is being RECORDED
Recording & PPT will be made available within 3
days
Transcript will be available within 1 week

13. SPEAKER & ORGANISER
3

14. SPEAKER
Diederik Peereboom:
Director, Public Affairs at Burson-Marsteller Brussels
7 Tips for Effective EU Public
Affairs: Practical ideas to
reach the highest impact for
your issue

16. SPEAKER MODERATOR
Diederik Peereboom András BANETH
Director, Public Affairs at Burson-Marsteller Brussels Director – European Training Academy
7 Tips for Effective EU Public
Affairs: Practical ideas to
reach the highest impact for
your issue

17. 1-day EU training workshops on
lobbying, communication &
decision-making

18. THE PRESENTATION
4

19. EVIDENCE-BASED COMMUNICATIONS
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19 EVIDENCE-BASED COMMUNICATIONS
7 Tips for Effective EU Public Affairs:
Practical ideas to reach the highest
impact for your issue
Diederik Peereboom, Director
Webinar, Brussels, 26 June 2013

20. EVIDENCE-BASED COMMUNICATIONS
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20
What’s in a name?
PUBLIC AFFAIRS
LOBBYING
COMMUNICATION
“GOVERNMENT RELATIONS
COMMUNICATIONS
ISSUES MANAGEMENT
CORPORATE CITIZENSHIP STRATEGIES
PUBLIC POLICY
REPUTATION
STAKEHOLDERS”
“THE ACTIVITY OF CONVEYING MEANINGFUL INFORMATION”
" THE ACT OF ATTEMPTING TO INFLUENCE DECISIONS”

21. EVIDENCE-BASED COMMUNICATIONS
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21
7 Tips
1. Set Clear Objectives

22. EVIDENCE-BASED COMMUNICATIONS
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22
7 Tips
1. Set Clear Objectives
2. Develop a Compelling Story

23. EVIDENCE-BASED COMMUNICATIONS
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23
7 Tips
1. Set Clear Objectives
2. Develop a Compelling Story
3. Understand the Process

24. EVIDENCE-BASED COMMUNICATIONS
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24
7 Tips
1. Set Clear Objectives
2. Develop a Compelling Story
4. Be Informed
3. Understand the Process

25. EVIDENCE-BASED COMMUNICATIONS
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25
7 Tips
1. Set Clear Objectives
2. Develop a Compelling Story
4. Be Informed
5. Maintain a Network of Contacts
3. Understand the Process

26. EVIDENCE-BASED COMMUNICATIONS
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26
7 Tips
6. Avoid Complacency
1. Set Clear Objectives
2. Develop a Compelling Story
4. Be Informed
5. Maintain a Network of Contacts
3. Understand the Process

27. EVIDENCE-BASED COMMUNICATIONS
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7 Tips
7. Build a Strong Team
6. Avoid Complacency
1. Set Clear Objectives
2. Develop a Compelling Story
4. Be Informed
5. Maintain a Network of Contacts
3. Understand the Process

28. EVIDENCE-BASED COMMUNICATIONS
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1. Set Clear Objectives
SET CLEAR OBJECTIVES AT THE BEGINNING OF YOUR CAMPAIGN
ENSURE THAT THE ENTIRE TEAM KNOWS THE OBJECTIVES
BE PREPARED TO ADAPT YOUR STRATEGY IN RESPONSE TO BOTH EXTERNAL AND INTERNAL CHANGES

29. EVIDENCE-BASED COMMUNICATIONS
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2. Develop a Compelling Story
THINK OUTSIDE THE BOX
THINK POLITICALLY
BACK UP YOUR ARGUMENTS
USE DIFFERENT CHANNELS

30. EVIDENCE-BASED COMMUNICATIONS
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30
MAP EACH STEP OF THE PROCESS
KNOW THE KEY ACTORS AND INFLUENCERS
3. Understand the Process
THINK AHEAD
BE PROACTIVE: DO NOT FOLLOW BUT
SHAPE THE PROCESS

31. EVIDENCE-BASED COMMUNICATIONS
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UNDERSTAND THE RELEVANT DEVELOPMENTS
INTERPRET THE CONSEQUENCES
SPOT NEW HOOKS
WATCH POTENTIAL OPPONENTS
4. Be Informed

32. EVIDENCE-BASED COMMUNICATIONS
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32
SEARCH FOR ALLIES AND BUILD COALITIONS
FIND THOSE WHO SHARE YOUR DESIRED OUTCOME
FORM A “CHOIR” OF DIFFERENT VOICES
5. Maintain a Network of Contacts

33. EVIDENCE-BASED COMMUNICATIONS
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33
SEE IT THROUGH UNTIL THE VERY END
WHAT CAN STILL GO WRONG?
WHAT IS NEXT?
6. Avoid Complacency
A feeling of smug or uncritical satisfaction with oneself or one’s achievements

34. EVIDENCE-BASED COMMUNICATIONS
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7. Build a Strong Team
A VARIETY OF SKILLS
STRONG INTERNAL ORGANISATION
CLEAR AND REGULAR INTERNAL COMMUNICATIONS

35. EVIDENCE-BASED COMMUNICATIONS
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If you have further questions, you can contact
Diederik Peereboom: diederik.peereboom@bm.com

36. Questions…?
Type in the Chat
Box!

37. Thank you for
your attention
…and see you on 3 July!