The Capital Staffers Index is a study developed by Edelman that evaluates the perceived value of different communication strategies and tools to connect legislators with both their constituents and interest groups. It determines credibility and trust associated with social media and compares the influence of the Internet in policy shaping.

1. 2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy

2. Research methodology and objectives
This survey tests the perceived value of various communication
StrategyOne surveyed 542 senior strategies as tools for policymakers to connect with local residents and
staff members from key capitals communities; determines the credibility and trust associated with
around the world.
social media networks; and compares the Internet’s influence on
policymakers internationally.
London, UK Parliament 91
Brussels. BE Parliament 51
Paris, FR Assembly 50
Berlin, DE Bundestag 50
Washington, DC Congress 50
Ottawa, CA Parliament 25 New Delhi, IN Parliament 55
Mexico City, MX Congress 50 Beijing, CN Congress 20
Buenos Aires, AR Congress 50
The overall margin of
error is +4.2% in 95 Brasilia, BR Congress 50
out of 100 cases.
2

3. From Policy Issue to Policy Priority
“It’s the Economy Stupid” & “All Politics is Local”
95% 95%
86% 84% 77%
How important are each of the following in turning a policy issue into a policy priority for you?
3

4. Outside research and briefing
overviews play an important role
when staffers meet with lobbyists
Academic NGO One-page Editorials Industry Polls ads blogs
whitepapers Research briefings groups
When you meet with lobbyists, which THREE of the following things do you pay the most attention to?
4

5. While in Argentina and Mexico staffers pay
more attention to research in Brazil,
newspaper editorials are more relevant
Brazil
Top 3 Pay Atention To
By Country
54%
34% 40%
30%
Academic NGO Research Industry One-page
whitepapers groups briefings
Argentina
Mexico
84% 64%
68%
44% 42% 38%
20% 22%
Academic NGO Industry One-page Academic NGO Industry One-page
whitepapers Research groups briefings whitepapers Research groups briefings
When you meet with lobbyists, which THREE of the following things do you pay the most attention to?

6. Making Life Easier
Evidence-based analysis is important
Present clear analysis with evidence 23%
Top Two
Factors Be focused on message 20%
Fact
Supported Know the issue 11%
Messaging
Don’t be overwhelming/fewer e-mails 7%
Better communication 6%
Use more technology 4%
Better cooperation 4%
Personal contact 3%
Local support 2%
Schedule meetings in advance 1%
What is the ONE thing that advocacy groups or lobbyists could do that would do the MOST to make YOUR job easier?
(Open ended)
6

7. Campaign “Fail Factors”
Small &
narrow Weak media
coalition relations
8% Narrow 8%
corporate
interests
Poorly
Poor 11% executed
spokesman advertising
11% 7%
No
Limited studies
support that
support
12% goals
Poorly
Poor 4%
message
designed
strategy
14% 23% Weak team
2%
Which ONE of these is typically the reason why a public affairs campaign fails?
7

8. Advocacy is Personal
voter community constituent emails local social online
letters leader letters office visits editorials media petitions
When hearing from local advocacy groups, which of the following things help that group’s
cause, and which of the following hurt that group’s cause? 8

9. The internet is a driver in informing and
shaping policy issues
Educated Energized
Learned about a public Changed your position
policy issue for the first on a policy issue, based
time online (globally)
52% on something you read
online (globally)
63%
YES NO
54% 81%
in 2009 48% in 2009 37%
LatAm NO
46% 19% LatAm
YES
in 2009 in 2009
37%
LatAm
In the last 30 days, have you: 9

10. Globally, the effectiveness of Twitter and social
networks are experiencing the most significant
growth
When constituents contact your member, how effective are each of the following modes of contact? 10

11. Current Member use of Facebook and Twitter is
already outpacing last year’s forecast for three-
year growth
+8
+8
Thinking about several different technologies, please indicate whether or not your Member was using them to
communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. 11

12. Current Member use of Facebook and
Twitter in Latin America has shown a
pronounced increase
2011: Used 3 years ago 2011: Use today
72% 69%
+59 +60
13% 9%
Facebook Twitter
Thinking about several different technologies, please indicate whether or not your Member was using them to
communicate with constituents on key issues 3 years ago, is using them now, and will be using them 3 years from now. 12

13. Twitter’s ability to provide news and politics
is a large factor motivating who staffers
choose to follow
The focus on
members of the
media highlights a
need for focus on
direct media
relations
If you use Twitter, please select each of the types of people YOU follow on Twitter? 13

14. A majority of staffers use Twitter as an
issues and news first alert system
Twitter Use by Country There is a clear
(60% Overall) desire to
influence the
Canada
Mexico
96%
88%
flow of
information:
53%
Do not use Twi er 6%
US 84% using Twitter to Listening
Argentina 66%
receive news to issues
quickly and call 6%
UK 66% attention to 14% Shaping
China 65% issues bypasses Receiving debate
Brazil 58% traditional news news 4%
sources and quickly 16% Receiving
EU 47% Calling unfiltered
allows staffers a en on to
India 47% to act as a 2% informa on
issues Talking to
France 32% source of cons tuents
Germany 30% 70% information
themselves.
LatAm
Thinking just about Twitter, which ONE of the following do you feel is the biggest benefit you get
from using Twitter? 14

15. Effectiveness of reaching members through social networks and
Twitter is growing, rapidly approaching more traditional modes that
maintain their lead
Reaching Members Change
2009 2010 2011
% Total Effective from 2009*
In-person visits with constituents N/A N/A 94% --
Constituent-sent e-mails 87% 92% 85% -2
Telephone calls 85% 83% 83% -2
Written letters 90% 88% 81% -9
Through a member’s website N/A 72% 79% +7
Newspaper columns N/A N/A 72% --
In-person visits with a professional lobbyist N/A N/A 70% --
Television appearances N/A N/A 70% --
Through a trade association N/A N/A 64% --
Press releases N/A N/A 62% --
Radio appearances N/A N/A 62% --
Through a member’s Facebook, Orkut or other social network profile 22% 37% 54% +32
Op-eds N/A N/A 54% --
Television advertising N/A N/A 47% --
Print advertising N/A N/A 45% --
Mobile interaction through applications or text messages N/A 32% 44% +12
Through Twitter 7% 15% 41% +34
Radio advertising N/A N/A 40% --
Comments posted on YouTube N/A 14% 30% --
Traditional Channel Digital Communication Paid Media
*2010 for Through a member’s website and Mobile interaction through applications or text messages
When constituents contact your member, how effective are each of the following modes of contact? 15

16. More than 95% of LatAm staffers consider
more effective in-person visits
Traditional Direct Contact Indirect Contact
Channels
% Total Efficency 94% 79%
In-person visits
In-person visits 92% with a 59%
with constituents 91% professional 84%
Direct contact by lobbyist
constituents is 96% 75%
considered much more
effective than contact
85% 66%
through third parties.
81% 50%
Through a trade
Telephone calls
Moreover, associations or 76% association 55%
chambers that are best 81% 86%
viewed lobbyists.
90%
90%
North America Written letters
Europe 55%
Asia
63%
Latin America
When constituents contact your member, how effective are each of the following modes of contact? 16

17. Visits from constituents are very effective in LatAm, and
associations are also well received in México
Traditional Direct Contact Indirect Contact
Channels
% Total Efficency
94% 62%
In-person visits
In-person visits with a
94% 70%
Of any form of with constituents professional
lobbyist
direct contact, in-person 100% 94%
visits are most effective in
the region, although in
Brazil phone calls remain 70% 88%
as efficient channels . Through a trade
Telephone calls 88% 72%
association
Indirect approaches are 84% 98%
more effective if done
through associations or
chambers. 56%
Written letters 72%
Argentina
Brazil 60%
Mexico
When constituents contact your member, how effective are each of the following modes of contact? 17

18. Latin American advisers were less averse to
channels that generate highly visible impact
Traditional Contact through traditional media
Channels
% Total Efficency 67% 57%
Newspapers 59% 50%
Radio appeareances
columns 76% 61%
Staffers are, in
general, skeptical about 83% 79%
channels that generate
a high
60% 74%
visibility, although Latin
53% 41%
America shows Television
Op-eds
less skepticism. appereances 84% 42%
89% 69%
63%
North America
Europe 71%
Asia Press releases
98%
Latin America
67%
When constituents contact your member, how effective are each of the following modes of contact? 18

19. Staffers in Brazil were less favorable to channels that
generate a lot of visibility and publicity
Traditional Contact through traditional media
Channels
% Total Efficency
82% 90%
Newspapers
86% Radio appeareances 64%
Staffers have shown to ve columns
a little more skeptical 80% 84%
about the channels that
generate too much
visibility/exposure in the 92% 84%
relationship with voters. Television
86% Op-eds 34%
appereances
Brazil is the market that 88% 88%
better shows the doubts
generated by the contact
through these channels. 70%
Press releases 52%
Argentina
Brazil 76%
Mexico
When constituents contact your member, how effective are each of the following modes of contact? 19

20. Facebook and Twitter are more effective in Latin
America than in the other parts of the world
Digital
Communication 87% 33%
% Total Efficency 86% Mobile interaction 34%
Constituen-sent e-
through applications
mails 69% 64%
Social media ot text messages
and digital communication 85% 55%
are more effective in
LatAm than in other 77% 48%
regions.
82% 21%
Through a member's
Through Twitter
Twitter is particularly website 59% 35%
popular in 81% 71%
Latin America, unlike what
happens in Europe
57% 29%
Through a member's
Facebook or other 44% Comments posted 14%
North America social network on YouTube 40%
43%
Europe profile
Asia 75% 51%
Latin America
When constituents contact your member, how effective are each of the following modes of contact? 20

21. Facebook and Twitter are almost as effective as direct
emails and contact-through-website in LatAm
Digital
Communication
% Total Efficency 74%
Mobile interaction
58%
Constituen-sent e-
90% through applications 28%
mails
ot text messages
92% 80%
Despite being more
conventional, direct mails
and Web Lawmakers 70% 62%
have been overtaken Through a member's
by social media. 82% Through Twitter 68%
website
92% 82%
Facebook and Twitter are
particularly popular in
Mexico.
72% 54%
Through a member's
Facebook or other Comments posted
56% 28%
social network on YouTube
Argentina profile
96% 70%
Brazil
Mexico
When constituents contact your member, how effective are each of the following modes of contact? 21

22. 2011
Capital
Staffers
Index
A Global Analysis of
Digital Media’s Impact
on Shaping Policy
22