The Edelman Global Public Affairs team has released findings from the 2011 Capital Staffers Index, an annual global study that analyzes top trends in global public affairs and communications.
This year’s expanded report is the third annual survey based on interviews with over 500 senior staffers (legislative directors and above) from capital cities in 11 different countries around the world including Washington DC, Brussels, London, Beijing, Ottawa, Mexico City, Paris, Berlin, New Delhi, Buenos Aires and Brasilia.
Although traditional methods public affairs components are still valuable, social media channels have experienced a meteoric rise in their ability to shape and influence policy worldwide over the past year.
Specifically, policymakers have shown a dramatic increase in their use of Twitter, Facebook and mobile technology which underscores the importance of social media and the Internet in educating policymakers and galvanizing them to support a policy issue.
- 60% of staffers learned about a policy issue for the first time online
- 1/3 changed their position on policy issues based on online information
- 80% of staffers still view in-person visits, phone calls and written letters as effective
- A majority (53%) of policymakers use Twitter
- Poor messaging and lack of grassroots support lead among top campaign “fail factors”
Other global data from the report may be found in the Slideshare PowerPoint and infographic posted below.
Originally posted on Edelman on Influence