1. Digital
Loving digital*
Brussels, February 25th
* making it work for you in Public Affairs

2. Today Digital
1.EP Digital Trends
2.Doubts & stumbling blocks
3.Real world stuff

3. Digital
2 nd
European Parliament
Digital Trends Survey

4. How frequently do you use the following online Digital
tools/resources for research or other daily legislative work?
Search engines 99%
Online versions of traditional newspapers 99%
EU focused online media 97%
Blogs 75%
Wikipedia 91%
Websites of interest groups 95%

5. When conducting research online, Digital
what are you looking for?
Stakeholder content: summary of position 80%
Stakeholder content: detailed information 73%
(e.g. position papers)
General content (stakeholder or other): 91%
summary of all positions
Media coverage of the issue 85%

6. How useful can the following methods of stakeholder
communication be in informing your thinking on policy Digital
issues?
Blog 80%
Twitter feed 47%
Organisation website 95%
Specific issue website 96%
Events 73%
Position Papers 91%
Personal contact 99%

7. Digital
2. Doubts &
stumbling blocks

8. Digital
Resources

9. Digital
Internal support

10. Digital
IT won’t let us

11. Digital
Angry people...

12. Digital
I can’t measure success

13. Digital
We already have information overload

14. Digital
How do I make sure
I reach my audience?

15. Digital
3. Real world stuff

16. Content (blog): Plane Talking Digital

17. Content (video): Pesticide Information Digital

18. Content (report): EP Trends Digital

19. Content: Guardian crowdsourcing Digital

20. Content: Wikipedia - Bisphenol A Digital

21. Engagement: Neelie on Twitter Digital

22. Engagement: JetBlue on Twitter Digital

23. Events: Future of Rural Energy in Europe Digital

24. Search: PayPal Digital

25. Crisis mitigation: Dell Hell Digital

26. Mobilisation: Hank Digital

27. Mobilisation: Fix Housing First Digital

28. Digital
4. A final note

29. Heard at the European Parliament Digital
“I hear what
you’re saying
but my
constituents
don’t care”

30. The constituent consumer Digital
1. What’s in it for me?
2. What matches my values?

31. PA in context Digital
Communications
Affecting change
Public affairs
Audience
Government
relations
Tactic
Public affairs = communications that seek to influence
the opinion and/or actions of policymakers

32. Future? Digital
Government relations Public affairs centric
centric model model
• Reactive • Proactive
• Short term • Long term
• Problems • Solutions
• Business costs • Business growth
• Tactic dependent • Tactic agnostic
• Issue management • Campaigns
• Trade associations • Coalitions
• Knowledge holders • Advocates
• Implementation • Strategy
• Local/regional • Global

33. Think like a campaigner Digital
Think public opinion /
big perception shifts

34. Be a media company Digital

35. Digital
Thanks

36. Digital checklist Digital
 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
(www.stats.grok.se)
 Do you appear elsewhere i.e. 3rd party content?
 Are people tweeting about you? (www.backtype.com)
 For your issue, do you know the top 5 best blogs & Twitter feeds
(www.twazzup.com)
Email: steffen.thejllmoller@fleishman.com Blog: steffenmoller.wordpress.com