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 before after a general election. The operating environment is changing, so companies must also review their strategy. The first step in this is a topic and stakeholder analysis: what political decisions have been made? How do the new decision-makers view the issues relevant to the company? On this basis, we then develop a tailored strategy together with the clients. - What does such a strategy for advocacy entail?
It starts with realistic objectives: Which issues are achievable in the next one or two years because they fit the government’s agenda? And which points are more complicated and require a longer-term approach? This leads to a timeline: Which approaches need to be taken when, and which formats are suitable at which stage? Then the arguments are updated: For example, you convince a Green Party state secretary differently from someone 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 this in the coalition agreement; the relevant ministries are now under Green leadership – and that is changing policy. This applies at national level, but it also alters how Germany acts in EU decision-making. The food manufacturer now has to significantly change its communication with policymakers. - Is the ‘traffic light’ coalition government an opportunity for advocacy? Or are there more risks involved?
In many areas, significant opportunities are opening up, particularly for companies committed to sustainability and climate neutrality. A 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 help 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 assist with strategic adjustments in these cases too. After all, the rules have changed: the Lobby Register Act has been in force since the start of the year, and lobbyists must now register. We also advise our clients on this. - What lies ahead in the coming months in the field of public affairs?
For most of our clients, we have completed the initial analysis and strategy development. Now comes the implementation phase: engaging with policymakers in concrete terms. But the war in Ukraine is already changing the framework conditions once again, and priorities are shifting in politics. Most clearly, of course, in energy and defence policy, but this also has implications for other policy areas. As a matter of principle, whenever a crisis develops, we assess the extent to which strategy and planning need to be adapted. That applies now as well. So there is plenty to do.
