Public affairs

In recent years, politics has steadily lost credibility – a fact reflected above all in the crisis in legitimacy currently being suffered by the main parties. A lot of people have simply turned their backs on institutionalised politics. Search for the reasons why and one soon encounters some key factors influencing this trend: for one thing, politics has not succeeded in conveying its reforms. Instead, other political players and companies have consistently communicated their own interests. The German media landscape, too, under increasing economic pressure, features ever fewer titles and formats that provide in-depth background.

Despite these developments, interest in political topics is higher than ever, as survey after survey proves – including the Shell Jugendstudie 2006 study. Against this backdrop, how can political institutions – and also companies, organisations and NGOs – successfully convey, address and influence political subjects in the public arena?

To achieve an effect with political communications, three aspects are fundamental: creating understanding and changing attitudes – and this is something that can only be achieved by those who communicate at eye level with their target audience, by taking people seriously and seeking dialogue. At the same time, the need of both the media and the public for information has to be fully satisfied. Last but not least, for the organisation sending out the communication, it needs to be a question of linking the common good with its own position and not just seeking to benefit itself.

In the strategic planning of political communications, exact knowledge of the environment therefore plays an important role. Complex decision structures, a wide range of players who want to have their voices heard on the stage, the importance of NGOs and the role of the media – all these factors contribute to the fact that the so-called “back-room lobby strategy” has served its time. What is needed nowadays are communications strategies that are much more tailored, in which all stakeholders and the public at large are taken into account. As such, public affairs becomes an area of consultancy in which three communications skills combine, with the base being formed by an understanding of political processes and players. Comprehensive knowledge of a range of communications and mechanisms, in particular campaigning, is just as called for as special know-how on the question: “What effect do political and social subjects have on the perception of the various target groups?”. This is even more important when the aim is to appeal to people’s values and convictions – not trigger the purchase impulse or build brand loyalty. Combining these three skills puts political institutions, companies, organisations and NGOs in a position to achieve significant effects using campaigns or lobbying.

Basing itself on this understanding, Johanssen + Kretschmer can fully equip you for your political communications: from analysis and strategy formation, through issues management and lobbying to the execution of integrated campaigns.

Your contact person for public affairs:

Dr. Roland Zielke

T +49 (0) 30 520 00 57-26
r.zielke(at)jk-kom.de