Interview:
Holger Reise on Public Affairs today
- What are the key public affairs issues currently on our clients’ minds?
Over the past few months, the focus has naturally been on the formation of the government, the coalition agreement and the start of the new parliamentary term. Our clients want to know what the new political landscape means for them. What opportunities and risks it presents for their businesses. And, of course, how they can engage with the politicians who are now in positions of responsibility. - How do we, as an agency, help our clients with these questions?
A company whose business also depends on political decisions cannot simply carry on as normal after a general election. The operating environment is changing, so companies must also review their strategy. The first step in this is a thematic and stakeholder analysis: what are the political commitments in place? How do the new decision-makers view the issues relevant to the company? On this basis, we then develop a tailored strategy together with our clients. - What does such a strategy for advocacy entail?
It starts with realistic objectives: which objectives are achievable over the next one or two years because they fit the government’s agenda? And which issues are more complex and require a longer-term approach? This forms the basis for a timeline: when do we need to make our case, and which formats are appropriate at which stage? Then the line of argument is updated: for example, you persuade a Green Party State Secretary differently from one from the Union. - Can you give an example of how this works in practice?
We have a food manufacturer as a client for whom developments in food policy and packaging are important. So it’s about food labelling, potential advertising bans, packaging regulations and the like. There are many provisions on these matters in the coalition agreement, and the relevant ministries are now under Green leadership – which is changing policy. This applies at national level, but it also alters how Germany acts in EU decision-making. The food manufacturer now needs to significantly change the way it communicates with policymakers. - Does the ‘traffic light’ coalition government present an opportunity for advocacy? Or are there more risks involved?
There are major opportunities opening up in many areas, particularly for companies committed to sustainability and climate neutrality. One major client is developing technologies that boost energy efficiency in industrial manufacturing. There are now entirely new points of contact within the Ministry for Economic Affairs and Climate Action. We are helping to make the most of these opportunities.
Of course, there are also sectors for which things will be more difficult for the time being. We are helping them adapt their strategies in these cases too. After all, the rules have changed as well: the Lobby Register Act has been in force since the start of the year, and lobbyists must now register. We are advising our clients on this matter too. - What lies ahead in the field of public affairs over the coming months?
For most of our clients, we have completed the initial analysis and strategy development. We are now moving on to implementation – engaging with policymakers in concrete terms. However, the war in Ukraine is already changing the framework conditions once again, and political priorities are shifting. This is most evident, of course, in energy and defence policy, but it also has implications for other policy areas. As a matter of principle, whenever a crisis develops, we assess the extent to which our strategy and planning need to be adapted. That applies now as well. So there is plenty to do.
