INSIGHT: BUSINESS INTELLIGENCE –
THE KEY FOR SUCCESS IN PUBLIC AFFAIRS
Berlin Summit: Public Affairs Trend Lab
BERLIN, 16. FEBRUAR 2017
PROFESSOR DR. KARL JURKA
Confusion?
Lobbying
Public Diplomacy
Public Relations
Public Affairs
Government Affairs
Business Intelligence
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Dissolution!
Lobbying
Public
Relations
Public
Diplomacy
Public Affairs
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Government
Affairs
Business
Intelligence
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Business Intelligence (1)
Business Intelligence ≠
Extensive and beyond IT generated state-of-the-art research with the
ultimate aim to
 predict developments, political and economic changes
 safeguard your interests - “early warning”
 make better informed and fact-based decisions
 gain a competitive advantage and identify business opportunities.
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Business Intelligence (2)
Where is the Business Intelligence department located within a company?
Anglo-American Companies
Close to the CEO & the Executive Board
(often refered to as Public Affairs, Lobbying, Government Affairs,…)
German Speaking World
If existent, sometimes very far away from the decision-makers
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Business Intelligence (3)
Technical Aspects
Content!
Be sure to get the information you wanted to. Use questions that are to the point and don‘t let
anything distract you from your strategy.
Organisational Aspects
Atmosphere, climate of discussion, institutional knowledge of your company /
network (eating habits of the stakeolder, personal details, no-go‘s,…)
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Dimensions of Communication
30%
reason
70%
instinct
50% presentation
100%
credibility/
authenticity
40% language
10% issue
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Dialectical Structure
of Communication
situational response
thesis
antithesis
synthesis
and now?
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80% of success
depend on research.
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Agenda Setting
Requirements for a Message
Persuade, influence, be creative
Touch people’s emotions
Be concrete
Be unique
Focus on your target audience
Be comprehensible
Ensure timeliness
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- hierarchy +
Key Players
- competence +
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No issue without a personality
No personality without an issue
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Long Term Project
Start preparing today
what you want to have achieved in 5 years
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INSIGHT: BUSINESS INTELLIGENCE –
THE KEY FOR SUCCESS IN PUBLIC AFFAIRS
Berlin Summit: Public Affairs Trend Lab
BERLIN, 16. FEBRUAR 2017
PROFESSOR DR. KARL JURKA