commented pointedly Axel Wallrabenstein, Chairman of the MSLGroup Germany (ex-Publicis PR), the hot topic of "Digital Public Affairs talks to the web magazine of the PR-student Hanover (PRSH) at the FH Hannover . Why did the students know, for example, communicators go into the lobby still so shy and timid around with online dialogues? Wallrabenstein says:
This is partly because the entire area lobbying and public affairs is still old economy. Many grandees of lobbying in Berlin, but also in London and Washington are often people who were active in politics, have long experience and of course act, nor on the classical rules of lobbying. Such people find it easy or difficult the topic of Social Media. This is also a generation issue , just as we experience it in advertising or in the PR, where now is producing a generation that deals with the possibilities of Web 2.0 and that will use even more in the future. But when you look at the successful lobbying of the last year, except pharmaceutical, automotive and energy industry, then these are areas that have so far worked much with social media. Whether you are successful lobbying power depends not on whether one is in the network is active or not .Wallrabenstein is consistent: "Not everything needs to be discussed on the net." Referring to the case of Wikileaks says the consultant, that not everything should be public and should not be. "There are certain things that are discussed, as it did in traditional media is also the case, and there are things that will not talk and should not. It is also in spite of social media is always a part of public affairs to give the running in the background and that's a good thing. "
He criticizes the fact that social media presence is equated with transparency, lack of contrast, as a hallmark of those who have something to hide and therefore not in social media area are active. "This black and white painting I consider to be relatively absurd, "said Wallrabenstein asks
PRSH." The German Atomic Forum dialogue on Twitter and Facebook, which one can hardly imagine , PA was on these channels by the community suitability of a topic , which makes a company to engage in dialogue, depending? For Axel Wallrabenstein, there is the other dar.
No, I do not think so. I think rather that it depends on the company and the relevant local and people. is being said it is of course true that just affine network issues to lobbying are much easier to debate in the Web 2.0 world . I doubt that with equipment issues or very specific areas of health policy in the social media area on the way to be. This may eventually be the case, but right now I see the need for it yet and think it is not necessarily effective.The activities of the E-Plus Group around the blog UdL Digital determine the students: "It is striking that in the blog not only political messages are unloaded, but just about completely different topics, such as current trends in the social web, is written. " Ask Wallrabenstein: "Are political content is not in itself attractive enough to serve a community and what is such a Community ultimately worth? "
Gunnar Bender has made it very clever, because UDL digital and thus the E-Plus Group are already acting. But what is driving for a topic to UDL? Spontaneously I can think of none. But the is precisely the point. UDL is far ahead here in the question of how a company presents itself and its themes in Web 2.0, but there is no real campaign issue, which is discussed at the moment and where you could see very quickly how the successful public affairs work of E-Plus is to community.. This is certainly not without interest, and also built up in the short time the number of followers is very neat it comes to the oath but only when to occupy a subject must play along and see whether or not the community. UDL Digital is undoubtedly in the lead right now, but that can change in two years.
[PRSH] ... I understand you correctly then at this point that you are facing the UDL fans rather skeptical about the true political mobilization potential. For example, if one of demos, petitions thinks ...
too, I think many things have the charm of novelty. There are the followers there and go as to the real UDL digital hit the Vapiano. Social media is here, first time only a tool that lets you move the people to an event form. But these on Facebook and Twitter communicated events there are many no-responses. get there so now more interested in just because they have been invited over the social Web? It is still not certain whether to take part about this tool, the willingness of people at events is greater than by traditional means. This has to do with public affairs work in the classical sense, still nothing to be, but is rather a question of how a web-savvy target group is addressed.
Maria Stuart. Scotland's tragic queen 
