2011 Capital Staffers Index

A Global Analysis of Digital Media's Impact on Shaping Policy 2011 Capital Staffers Index Digital advocacy is on the rise and shaping policy Traditional forms of contact remain effective Research and grassroots are keys to success Twitter has gone mainstream 30 Majority now use Twitter. In 2010, staffers reported that only 38% of their members used Twitter. When meeting with lobbyists, staffers pay more attention to the research of academics and non-governmental organizations Staffers who Staffers who polnt Increase since 2009 80% consider in- 53% consider social networks and Twitter effective person visits, telephone calls, members and written letters effective 60% staffers 60% Staffers who learn of a policy issue for the first time online Direct lines of Poor messaging and lack of grassroots support are the top reasons for failure of a Twitter use is communication are preferred to contact through surrogates such as lobbyists and trade associations NEWS heavily influenced by its capacity as a conduit to news and information 1/3 have changed their position on policy issues based on online public relations campaign information The Internet's Impact Educated Energized 33% YES Changed your position on a policy issue, based on something you read online in 2011 60% YES Learned about a public policy issue for the first time online in 2011 54% In 2009 19% In 2009 France 82% Mexico 58% EU | 75% EU 45% Argentina France 40% 72% Canada 68% Brazil 32% UK 65% Canada 32% Germany 64% US 30% US 62% India 29% Brazil 46% Germany 28% China 45% UK 24% Mexico Argentina 22% 38% India 35% China 20% Twitter Matters Speed Followers Impact Twitter allows news to be sent and received quickly Who are members of Parliament Effectiveness in reaching members of Parliament and Congress and Congress following most? Twitter Use by Country (60% Overall) Members of the media 52% 92% 60% 88% 85% Political professionals 45% use Twitter 96% Legislative colleagues 37% emails Canada social network 79% Mexico 88% Federal government entities 36% website 72% 54% twitter mobile US 84% Local interest groups 35% Argentina 66% 34% 37% 44% UK 66% Bloggers Twitter bypasses traditional news sources and allows staffers to act as a source of information themselves 65% 30% 32% 41% China Community organizations 23% Brazil Constituents 28% EU 47% India 15% 47% Need for a renewed focus on direct media relations 32% 7% France Germany 30% 2009 2010 2011 Advocacy is Personal Engage Wisely Do the Research Office visits and letters help the most where as social media and online petitions can do the most damage Outside research and briefing overviews play an important role when staffers meet with lobbyists voter letters 88% 8% 45% academic whitepapers community leader letters 87% 8% 43% NGO Research constituent office visits 86% 10% one-page briefings 42% emails 80% 15% editorials 29% local editorials 77% 16% industry groups 28% social media 62% 28% polls 27% online petitions 61% 35% ads 12% blogs 6% Help Hurt Think Economy, Engage Locally I Very Important 1 Somewhat Important 95% 95% 86% 84% 77% 68% 65% 46% 45% 42% 40% 39% 35% 27% 30% national economy local constituents government environment national defense Campaign Fail Factors 21% • Poor message development • A poorly designed, intuition based strategy • Limited grassroots support • A poor spokesman Overt links to narrow corporate interests Small & narrow coalition of like minded groups • A weak media relations team 13% Minimal or poorly executed advertising Not developing studies that support their goals 10% 11% A weak gov't relations or lobbying team No answer 2011 Capital Staffers Index Edelman StrategyOne www.Edelman.com #CapStaff