msl germany - public affairs survey 2012

Public AffAirs survey 2012– Synopsis –

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).

INTRO

Public Affairs Managers have more faith in the Ger-man government. 60 percent rate the government’s work as “good” compared to only 34 percent in

2011. One year before the election this indicates a clear upward trend, representing the best result for the Christian-Liberal coalition in this term.

BefORe The elecTION yeaR: ImpROved RepuTaTION fOR GeRmaN GOveRNmeNT

3%n/A

0%very GOOD

60%GOOD

37%POOr

0%very POOr

MSL GerMany PubLic affairS SurVey 20124

sPD & Greens & fDP3% very likely

15% likely

39% nOt very likely

37% unlikely 6% n/A

cDu/ csu & Greens0% very likely

2% likely

27% nOt very likely

62% unlikely 10% n/A

cDu/csu & sPD50% very likely

45% likely

5% nOt very likely

0% unlikely 0% n/A

cDu/ csu & fDP5% very likely

0% likely

53% nOt very likely

37% unlikely 5% n/A

sPD & Greens7% very likely

42% likely

37% nOt very likely

10% unlikely 5% n/A

For the 2013 federal election, the majority of public af-fairs analysts expects a grand coalition between CDU/CSU and SPD: 95 per cent think such a coalition is

„very likely“ or „likely“. 90 per cent do not believe in a repeat of the current coalition between conservatives and liberals.

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

GRaNd cOalITION afTeR 2013?

5MSL GerMany PubLic affairS SurVey 2012

Former minister of finance and SPD hotshot, Peer Steinbrück, is deemed to be the ideal candidate for the chancellorship from within the Social Demo-

cratic Party, beating the 2009 candidate and former foreign minister Frank-Walter Steinmeier.

STeINBRück aS caNdIdaTe fOR chaNcellORShIp

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

Dr. frAnk- WAlter steinmeier33%

Peer steinbrück43%

siGmAr GAbriel10%

HAnnelOre krAft13%



How do you estimate the economic development for 2013?

The years of steady economic growth in Germany are coming to an end. 73 percent are expecting stagnating growth for 2013, 16 percent expect an

economic downturn. Compared to 2011, 70 percent of respondents predicted a continuation of the boom.

expecTaTIONS fOR The ecONOmIc develOpmeNT

11% 73% 16% i exPect cOntinueD GrOWtH

0% n/Ai exPect

stAGnAtinG GrOWtH

i exPect An ecOnOmic DOWnturn


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

A clear majority of the public affairs executives deems a stabilization of the economic situation in the euro zone as „not very likely“ or „unlikely“. More

than one-fifth (23 percent) opt for „likely“. Only two percent believe that a stabilization is „very likely“.

ecONOmIc OuTlOOk fOR The euRO-ZONe

nOt very likely

unlikelyvery likely

likely

2%

23%

68%

8%


The social web is becoming increasingly important for Public Affairs and their contact management. The number of those using social media for political public relations increased by 24 percent to a total of 44 percent. Classical instruments are still preferred by Public Affairs Managers: All respondents use

personal meetings with decision-makers, 65 per-cent organize political salons or evening events. 52 percent stay in contact with the junior level of the German Bundestag through workshops or breakfast events.

maINTaINING pOlITIcal cONTacTS

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

PersOnAl meetinGs WitH relevAnt POliticAl DecisiOn-mAkers

100% PAnel DiscussiOns47%

sOciAl meDiAAnD Web 2.0

44%

PeriODic mAilinGs35%

neWsletters27%

POliticAl sAlOns OreveninG events

65%

OtHers13%WOrksHOPs

52%


Those who work with external service providers were asked about their selection criteria. Most important to them is „ experience / references“ (67 percent), followed by „the network of the service provider with relevant decision-makers“ (62 per-

cent). The price-performance ratio plays a role for half of those surveyed, Internationality and the campaigning skills of the service provider are both at 26 per cent.

What are the criteria for selecting external service providers?

uSe Of exTeRNal SeRvIce pROvIdeRS

internAtiOnAlity Of tHe service PrOviDer

26%

Price-PerfOrmAnce rAtiO

50%

cAmPAiGninG skills Of tHe service PrOviDer

26%

exPerience/references67%

tHe netWOrk Of tHe service PrOviDer WitH relevAnt DecisiOn-mAkers

62%

OtHers10%

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, [email protected]).

mslGroup Germany GmbHChausseestraße 810115 Berlin

msl germany - public affairs survey 2012

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