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Public Affairs Survey 2012
– Synopsis –
INTRO

For the eleventh consecutive year, MSL Germany
interviewed 300 public affairs professionals from
leading companies and industry federations in July,
with over sixty replies being received. „With our
Public Affairs Survey, we provide a comprehensive
insight into the beliefs of Public Affairs Officers
in Germany” says Axel Wallrabenstein, Chairman
of MSLGroup Germany. “The changes since 2011
are quite remarkable and should be helpful in the
formulation of lobbying strategies.”
In this document you’ll be provided with the most
important results. The complete survey is available
in German on our website (www.mslgroup.de).
4 MSL Germany Public Affairs SURVEY 2012




  Before the election year: improved
  reputation for German government

  Public Affairs Managers have more faith in the Ger-   2011. One year before the election this indicates a
  man government. 60 percent rate the government’s      clear upward trend, representing the best result for
  work as “good” compared to only 34 percent in         the Christian-Liberal coalition in this term.




  0%                       60%                          37%                      0%                    3%
  VERY GOOD                GOOD                         POOR                     VERY POOR             n/a
MSL Germany Public Affairs SURVEY 2012 5




Grand coalition after 2013?
For the 2013 federal election, the majority of public af-   „very likely“ or „likely“. 90 per cent do not believe in a
fairs analysts expects a grand coalition between CDU/       repeat of the current coalition between conservatives
CSU and SPD: 95 per cent think such a coalition is          and liberals.




How do you rate the chances for the following coalitions for the federal election in 2013?



               cdu/ csu & FDP
5% very likely           53% not very likely
0% likely                37% unlikely                                      5% n/a




               spd & greens
7% very likely           37% not very likely
42% likely               10% unlikely                                      5% n/a




              CDU/CSU & SPD
50% very likely         5% not very likely
45% likely              0% unlikely                                        0% n/a




               spd & greens & fdp
3% very likely           39% not very likely
15% likely               37% unlikely                                      6% n/a




               cdu/ csu & Greens
0% very likely           27% not very likely
2% likely                62% unlikely                                      10% n/a
6 MSL Germany Public Affairs SURVEY 2012




  Steinbrück as candidate for
  chancellorship

  Former minister of finance and SPD hotshot, Peer       cratic Party, beating the 2009 candidate and former
  Steinbrück, is deemed to be the ideal candidate for    foreign minister Frank-Walter Steinmeier.
  the chancellorship from within the Social Demo-


  Who is the ideal candidate for the chancellorship within the SPD?




                                                        13%
                                                        Hannelore kraft




                                                               33%
                                          dr. frank- walter steinmeier




                                    10%
                               sigmar gabriel




                     43%
                     Peer steinbrück
MSL Germany Public Affairs SURVEY 2012 7




Expectations for the economic
development

The years of steady economic growth in Germany     economic downturn. Compared to 2011, 70 percent
are coming to an end. 73 percent are expecting     of respondents predicted a continuation of the
stagnating growth for 2013, 16 percent expect an   boom.


How do you estimate the economic development for 2013?




     11%                            73%                         16%                       0%
     I Expect                        I expect                   I expect                  n/a
     continued                       stagnating                 an economic
     growth                          growth                     downturn
8 MSL Germany Public Affairs SURVEY 2012




  Economic outlook for the Euro-Zone

  A clear majority of the public affairs executives          than one-fifth (23 percent) opt for „likely“. Only two
  deems a stabilization of the economic situation in         percent believe that a stabilization is „very likely“.
  the euro zone as „not very likely“ or „unlikely“. More




  Do you expect a stabilization for the whole Euro-Zone in 2013?




                                                           UNLIKELY
                                                           8%                        VERY LIKELY

   not VERY LIKELY
                                                                                             2%
   68%

                                                                                              LIKELY
                                                                                              23%
MSL Germany Public Affairs SURVEY 2012 9




Maintaining political contacts

The social web is becoming increasingly important        personal meetings with decision-makers, 65 per-
for Public Affairs and their contact management.         cent organize political salons or evening events. 52
The number of those using social media for political     percent stay in contact with the junior level of the
public relations increased by 24 percent to a total of   German Bundestag through workshops or breakfast
44 percent. Classical instruments are still preferred    events.
by Public Affairs Managers: All respondents use




Which tools do you use in order to maintain your political contacts?




                                                                 65% salons or
                                                                 political
                    35%               27%                        evening events
           PERIODIC mailings          newsletters                                 52%
                                                                                  Workshops
                                                                                                      13%
                                                                                                      OTHERS




                                                                                      44%
                                                                                   social media

                                                  47%                               and web 2.0

          100%
          Personal meetings with relevant
                                                  PANEL discussions

          political decision-makers
10 MSL Germany Public Affairs SURVEY 2012




   Use of external service providers

   Those who work with external service providers         cent). The price-performance ratio plays a role for
   were asked about their selection criteria. Most        half of those surveyed, Internationality and the
   important to them is „ experience / references“ (67    campaigning skills of the service provider are both
   percent), followed by „the network of the service      at 26 per cent.
   provider with relevant decision-makers“ (62 per-




   What are the criteria for selecting external service providers?




                                                     62%
                                                     the network of the
                                                     service provider with
                                                     relevant decision-makers

                                                                                                    50%
                                                                                         price-performance
                                                                                                      ratio




   26%
   internationality of
   the service provider



   26%
   campaigning skills of
   the service provider                              10%
                                                     others




                                        67%
                                        Experience/references
The complete survey in German is available for download here: www.mslgroup.de
For more information please contact Florian Wastl (+ 49 30 / 820 82 – 524, florian.wastl@mslgroup.com).
MSLGroup Germany GmbH
Chausseestraße 8
10115 Berlin

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MSL Germany - Public Affairs Survey 2012

  • 1. Public Affairs Survey 2012 – Synopsis –
  • 2. INTRO For the eleventh consecutive year, MSL Germany interviewed 300 public affairs professionals from leading companies and industry federations in July, with over sixty replies being received. „With our Public Affairs Survey, we provide a comprehensive insight into the beliefs of Public Affairs Officers in Germany” says Axel Wallrabenstein, Chairman of MSLGroup Germany. “The changes since 2011 are quite remarkable and should be helpful in the formulation of lobbying strategies.” In this document you’ll be provided with the most important results. The complete survey is available in German on our website (www.mslgroup.de).
  • 3. 4 MSL Germany Public Affairs SURVEY 2012 Before the election year: improved reputation for German government Public Affairs Managers have more faith in the Ger- 2011. One year before the election this indicates a man government. 60 percent rate the government’s clear upward trend, representing the best result for work as “good” compared to only 34 percent in the Christian-Liberal coalition in this term. 0% 60% 37% 0% 3% VERY GOOD GOOD POOR VERY POOR n/a
  • 4. MSL Germany Public Affairs SURVEY 2012 5 Grand coalition after 2013? For the 2013 federal election, the majority of public af- „very likely“ or „likely“. 90 per cent do not believe in a fairs analysts expects a grand coalition between CDU/ repeat of the current coalition between conservatives CSU and SPD: 95 per cent think such a coalition is and liberals. How do you rate the chances for the following coalitions for the federal election in 2013? cdu/ csu & FDP 5% very likely 53% not very likely 0% likely 37% unlikely 5% n/a spd & greens 7% very likely 37% not very likely 42% likely 10% unlikely 5% n/a CDU/CSU & SPD 50% very likely 5% not very likely 45% likely 0% unlikely 0% n/a spd & greens & fdp 3% very likely 39% not very likely 15% likely 37% unlikely 6% n/a cdu/ csu & Greens 0% very likely 27% not very likely 2% likely 62% unlikely 10% n/a
  • 5. 6 MSL Germany Public Affairs SURVEY 2012 Steinbrück as candidate for chancellorship Former minister of finance and SPD hotshot, Peer cratic Party, beating the 2009 candidate and former Steinbrück, is deemed to be the ideal candidate for foreign minister Frank-Walter Steinmeier. the chancellorship from within the Social Demo- Who is the ideal candidate for the chancellorship within the SPD? 13% Hannelore kraft 33% dr. frank- walter steinmeier 10% sigmar gabriel 43% Peer steinbrück
  • 6. MSL Germany Public Affairs SURVEY 2012 7 Expectations for the economic development The years of steady economic growth in Germany economic downturn. Compared to 2011, 70 percent are coming to an end. 73 percent are expecting of respondents predicted a continuation of the stagnating growth for 2013, 16 percent expect an boom. How do you estimate the economic development for 2013? 11% 73% 16% 0% I Expect I expect I expect n/a continued stagnating an economic growth growth downturn
  • 7. 8 MSL Germany Public Affairs SURVEY 2012 Economic outlook for the Euro-Zone A clear majority of the public affairs executives than one-fifth (23 percent) opt for „likely“. Only two deems a stabilization of the economic situation in percent believe that a stabilization is „very likely“. the euro zone as „not very likely“ or „unlikely“. More Do you expect a stabilization for the whole Euro-Zone in 2013? UNLIKELY 8% VERY LIKELY not VERY LIKELY 2% 68% LIKELY 23%
  • 8. MSL Germany Public Affairs SURVEY 2012 9 Maintaining political contacts The social web is becoming increasingly important personal meetings with decision-makers, 65 per- for Public Affairs and their contact management. cent organize political salons or evening events. 52 The number of those using social media for political percent stay in contact with the junior level of the public relations increased by 24 percent to a total of German Bundestag through workshops or breakfast 44 percent. Classical instruments are still preferred events. by Public Affairs Managers: All respondents use Which tools do you use in order to maintain your political contacts? 65% salons or political 35% 27% evening events PERIODIC mailings newsletters 52% Workshops 13% OTHERS 44% social media 47% and web 2.0 100% Personal meetings with relevant PANEL discussions political decision-makers
  • 9. 10 MSL Germany Public Affairs SURVEY 2012 Use of external service providers Those who work with external service providers cent). The price-performance ratio plays a role for were asked about their selection criteria. Most half of those surveyed, Internationality and the important to them is „ experience / references“ (67 campaigning skills of the service provider are both percent), followed by „the network of the service at 26 per cent. provider with relevant decision-makers“ (62 per- What are the criteria for selecting external service providers? 62% the network of the service provider with relevant decision-makers 50% price-performance ratio 26% internationality of the service provider 26% campaigning skills of the service provider 10% others 67% Experience/references
  • 10. The complete survey in German is available for download here: www.mslgroup.de For more information please contact Florian Wastl (+ 49 30 / 820 82 – 524, florian.wastl@mslgroup.com).