We’re reshaping the game.
“Lobbying 1.0” is reaching its limits – digital campaigning and digital public affairs are now the norm. Organisations need to adapt their communication and other processes to these new developments to make sure they are in a position to run campaigns.
Lobbying is on the brink of massive upheaval and this will have a huge impact on those whose job it is: organisations such as associations now face the challenge of shifting away from being purely expert organisations as they evolve into campaign platforms. In the internet age, where everything happens so quickly, associations and businesses are being forced to adjust to the fundamental acceleration of communicative processes. Modern public affairs processes are increasingly data-driven, so the ability to use public affairs effectively on the digital stage and run campaigns requires certain internal processes.
At the organisational level, this means that companies or organisations need to design internal communication and other processes in such a way that they are up to the task of handling campaigns and digital public affairs.
Processes and structures need to be geared towards producing suitable content and communicating it in a way that is suited to the channels used. In turn, organisations and their employees must have the abilities required to plan and technically implement data-driven, dialogue-based, multi-individual campaigns.
The old formula of “lobbying here, communication there” is becoming increasingly obsolete. It is being overtaken by the need to think in terms of content, target groups, stakeholders and communication channels (EPOS), which paves the way for implementing a ladder of engagement – this involves addressing stakeholders with targeted communications and gradually transforming them into active supporters and, ultimately, ambassadors for an organisation’s interests. This facilitates the effective, targeted execution of public affairs activities at the national and international level.