|Mobile, Digital & Lobbying = ?|
Tuesday, 02 October 2012 20:49
Lately, I've been having lots of discussions with all types of communications' colleagues from the public affairs domain. Very specific, and for those of you who are not sure what those guys exactly do under the tentatively fluffy names "Policy advisor" it's usually lobbying on behalf of a group of industries; group of other groups; or only maybe one industry or maybe even just one company to make their voice heard on the political agenda when it comes to writing a new or changing an old legislation. In other words - influencing decision-makers, selling the specific interests of a group/organization in order for the client to be happy about his next year's profit when a new regulation has been accepted/rejected...
The problem, however, is that as fun as some industry topics could be, most of the time the way the important messages are being communicated is veeeeeery old school - sending press releases, old-fashioned html newsletters, creating modest 398-paged print booklets, which just few people (incl. the editor) read...Not to mention how complex some issues are and being such, they become way too technical for both the people making the big decisions and for those communicating to them.
Very few of those communications agents of interests actually realize the huge potential and impact digital and mobile coms can have for the success rate of their goals. Can you imagine that on 100 Europeans there are about 120 cell phones? Furthermore European online presence on social networks grows immensely, comparable probably only to the number of communication devices one has at his hand reach - his tablet, smartphone, laptop...maybe a work mobile and etc.
However, strangely enough just few innovative public affairs communication agents realize what is out there and how personalized this world becomes due to the immense connectivity between us. Today the politicians and decision-makers (even our own business competitors) are on few people virtual links away from you (especially if you're on LinkedIn). They all have personal devices, share information, demand for fast reach of qualitative and worth the time content and its rich on user-experience (hence highly personalized) driven delivery. And that's not because they are member of a task force at the European Commission or a political group. It's because first and mostly they are HUMANS with INDIVIDUAL tastes, perspectives and curiosities.
What the brands like Coca Cola and Starbucks implement successfully from years via strongly human-oriented, personalized, inclusive digital messaging - today slowly starts to seem interesting in public affairs communications and specific lobby campaigns. And the key to that is not that we want to reach and convince in whatever is important for us masses of people, but exactly the opposite. We want to spend less resources on shooting all over the places by instead shooting just towards the people who are important for our own business (organizational) goals. It's about who the person is, what is the reality of his life, work and so on - his personal context, based on factors such as habits, location, interests, needs and demands. If we can have the tools to reach and have a two-way interaction with those people, then public affairs communications' efforts will become visibly measurable, impactful and economically sustainable. All that thanks to what we can do in the mobile and digital world.