edelman capital staffers index 2011
DESCRIPTION
Der Edelman „Capital Staffers Index 2011” wurde im Oktober 2011 zum dritten Mal im Auftrag der Edelman Public Affairs Practice von dem Marktforschungsunternehmen StrategyOne durchgeführt. Befragt wurden 542 Parlamentsmitarbeiter und Entscheidungsvorbereiter in den nationalen Parlamenten in Argentinien, Brasilien, China, Deutschland, Frankreich, Großbritannien, Indien, Kanada, Mexiko, USA und der Europäischen Union.TRANSCRIPT
2011 Capital Staffers Index A Global Analysis of Digital Media’s Impact on Shaping Policy
November 2011
Research Methodology and Objectives This survey tests the perceived value of various communication strategies as tools for policymakers to connect with local residents and communities; determines the credibility and trust associated with social media networks; and compares the Internet’s influence on policymakers internationally.
Washington, DC Congress 50
Ottawa, CA Parliament 25
Mexico City, MX Congress 50
Buenos Aires, AR Congress 50
Brasilia, BR Congress 50
London, UK Parliament 91
Brussels. BE Parliament 51
Paris, FR Assembly 50
Berlin, DE Bundestag 50
New Delhi, IN Parliament 55
Beijing, CN Congress 20
The overall margin of error is +4.2% in 95
out of 100 cases.
StrategyOne surveyed 542 senior staff members from key capitals around the world from September 26 to October 31, 2011.
Germany 2011 - Traditional is key
When constituents contact your member, how effective are each of the following modes of contact?
Traditional Channels % Total Effective
Direct Constituent Contact Surrogate Constituent Contact
Direct contact from constituents is considered much more effective than contact from surrogates.
Trade associations are viewed as particularly
ineffective in China and Germany. Written letters
test poorly in China as well.
US UK EU
France Germany
India
Argentina Brazil
Mexico China
Canada
When constituents contact your member, how effective are each of the following modes of contact?
Germany 2011- Digital going mainstream
US UK EU
France Germany
India
Argentina Brazil
Mexico China
Canada
Digital Communication % Total Effective
While they have the broadest appeal, email and
websites are sometimes rivaled by social media.
A majority of staffers in a diverse array of countries
find Facebook effective, and Twitter is particularly
popular in Latin America.
Communications through Digital Channels
In Germany, current Facebook use outpaces last year’s projected three-
year growth
Thinking about several different technologies, please indicate whether or not your Member was using them to communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. (Germany only)
Twitter increasingly used as an issues and news first alert system
Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get from using Twitter?
There is a clear desire to influence
the flow of information: using Twitter to receive news quickly and call attention to issues bypasses traditional news
sources and allows staffers to act as a
source of information themselves.
Twitter Use by Country (60% Overall)
53% Do not use Twitter
Listening to issues
Shaping debate
Talking to constituents
Receiving unfiltered
information
Calling attention to
issues
Receiving news
quickly
When constituents contact your member, how effective are each of the following modes of contact?
Traditional media channels play supporting role
Publicity-Oriented Constituent Contact Traditional Channels
% Total Effective
US UK EU
France Germany
India
Argentina Brazil
Mexico China
Canada
Staffers are generally a bit more skeptical of publicity-generating constituent-to-
member contact.
Less than a third of German staffers say these forms of contact are effective. TV
appearances are weaker in Europe overall.
When constituents contact your member, how effective are each of the following modes of contact?
Paid advertising is considerably less effective in
Germany than elsewhere
US UK EU
France Germany
India
Argentina Brazil
Mexico China
Canada
Paid Media % Total Effective
Paid media advertising falls flat among European
staffers.
TV advertising is generally more effective than print or
radio in the US, South America, and Asia.
Canadian staffers, however, prefer print and radio.
Effective Public Affairs spans
the Media Clover
Traditional PA Digital PA
Political PR Political Advertising
Content is the fuel that powers our stories, and can amplify
coverage across all four leaves of the media clover.
From Policy Issue to Policy Priority “It’s the Economy Stupid” & “All Politics is Local”
How important are each of the following in turning a policy issue into a policy priority for you? (Germany only)
84% 90%
66% 52%
Which ONE of these is typically the reason why a public affairs campaign fails? (Germany only)
Campaign “Fail Factors”
28% Poor message
18% Limited
grassroots support
8% Poor spokesman
Small & narrow
coalition
Weak media relations
Poorly executed advertising
No studies that support
goals
Weak team
8% Poor strategy
No answer
Narrow corporate interests
The internet is a driver in informing and shaping policy issues
81% in 2009
61% NO
Changed your position
on a policy issue, based
on something you read
online
Energized Learned about a public
policy issue for the first
time online
Educated
60% YES
54% in 2009
Outside research and briefing overviews play an important role when
staffers meet with lobbyists
When you meet with lobbyists, which THREE of the following things do you pay the most attention to? (Germany only)
Present clear analysis with evidence 36%
Be focused on message 26%
Better cooperation 14%
Use more technology 8%
More personal contact 8%
Know the issue 4%
Be less superficial 4%
Better communication 2%
Have good relationship with media 2%
Making Life Easier Evidence-based analysis is important
What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?
(Open ended) [Germany only]
Top Two Factors Fact Supported
Messaging
Edelman Capital Staffers Index 2011 Key Results
1. Traditional Public Affairs remains core strategy with highest effectiveness rates
2. Digital Public Affairs is going mainstream a. Digital PA 1.0 equals traditional Public
Affairs in effectiveness b. Digital PA 2.0 still to gain importance
in future
3. Political Public Relations via traditional Media to flank traditional and digital approaches
4. Paid advertising of political content is less effective
Traditional PA
Digital PA
Political PR
Political Advertisi
ng
2011 Capital Staffers Index A Global Analysis of Digital Media’s Impact on Shaping Policy
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