how intelligence drives public policy change and creates non-market advantage

The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

Powered by

How Intelligence Drives Public Policy Change and Creates

Nonmarket Advantage

A Complimentary Webinar from Aurora WDC

12:00 Noon Eastern /// Wednesday 20 July 2016

~ featuring ~

Tommy Goodwin Dr. Craig Fleisher


Powered by

Tommy Goodwin

Thomas F. (Tommy) Goodwin is the Government Relations Manager for the Project Management Institute (PMI), the world’s leading not-for-profit professional membership association for the project, program, and portfolio management profession. In this role, he leads federal and international efforts to encourage the adoption of project management best practices by elected officials and policymakers leading to consistent, successful completion of government projects and programs, which in turn reduces government waste and safeguards taxpayer dollars. Prior to joining PMI, he spent more than 15 years leading a wide range of federal government relations efforts, issue campaigns, and advocacy strategy work for several leading associations and corporations, including AARP and Oracle Corp. Additionally, he was a research fellow at Harvard Business School focused on the political and legal environment in which business operates. He has a B.B.A. from The George Washington University, an M.B.A. from Auburn University, and executive certificates from Stanford University, the University of North Carolina at Chapel Hill, and Georgetown University.

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com.


Powered by

α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour.

α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab

α Slides will be available after the webinar for embedding and sharing via http://slideshare.net/IntelCollab

α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com

Questions, Commentary & Content

http://tweetchat.com/room/IntelCollab

http://slideshare.net/IntelCollab

http://slideshare.net/IntelCollab

http://intelcollab.com/


Powered by

How Intelligence Drives Public Policy Changeand Creates Nonmarket Advantage


Powered by

Agenda

► Definitions

► Case for strategic engagement

► Goals: business vs. strategic public affairs

► Strategic public affairs strategies and tactics

► Examples and case studies

► Role of intelligence


Powered by

Definitions: nonmarket ecosystem and public affairs

► Nonmarket ecosystem: Institutional and societal forces affecting economic competition among marketplace actors (i.e., the business environment)

► Public affairs: A company’s effort to manage its business environment… it combines issues management, government relations, communications, and corporate social responsibility to influence public policy, build a strong reputation, and find common ground with stakeholders


Powered by

Case for strategic engagement

► HBR: “Corporations Need a Better Approach to Public Policy”

► “Nations across the globe enact an ever-changing, ever-expanding array of detailed legislation and regulation to protect workers, consumers, investors, and the public welfare, and these diverse rules shape what companies can and cannot do.”


Powered by

Case for strategic engagement (cont.)

► McKinsey: Governments and regulators are second only to customers in their ability to affect companies’ economic value

► McKinsey: Business value at stake from government and regulatory intervention is between 30-50 percent of EBIDTA depending on the industry

► James Bessen (Boston University): Since 2000, lobbying and regulation is the single largest factor accounting for the aggregate rise in company valuations and profits in the U.S.


Powered by

Your competition is pursuing nonmarket advantage right now!



Powered by

“If you’re not at the table, you’re on the menu!”



Powered by

Goals: business vs. strategic public affairs

► Organization:

► Goal #1: Protect value for the business

► Goal #2: Generate new value for the business


Powered by

Goals: business vs. strategic public affairs (cont.)

► Strategic public affairs:

► Goal #1: Protect value for the business

► Goal #2: Generate new value for the business

► Strategic public affairs engagement is not a distinct activity… it is another platform to achieve business goals!


Powered by

Goals: business vs. strategic public affairs (cont.)

► Achieving business goals through strategic public affairs:

► Freedom to operate

► Cost avoidance

► Market opportunity or advantage

► Level the playing field

► Speed

► Productivity


Powered by

Strategic public affairs strategies and tactics

► Factors affecting public affairs strategies and tactics:

► Protecting value or generating new value?

► Nature of the issue (broad vs. technical, high-profile vs. low-profile, local vs. state vs. federal vs. international, etc.)?

► Stakeholders involved? Locus of control?

► Public affairs is an art, not a science!


Powered by

Every organization has a unique set of assets that can be leveraged to drive public policy change and

create nonmarket advantage!

Strategic public affairs strategies and tactics (cont.)


Powered by

Strategic public affairs strategies and tactics (cont.)

► Key public affairs tactics:

► Corporate social responsibility

► Government relations/ lobbying (local, state, federal, and international)

► Grassroots advocacy

► Political/campaign giving (PACs, et al.)

► Digital communications/ advocacy


Powered by

Examples and case studies


Powered by

Role of intelligence


Powered by

Role of intelligence (cont.)

► How can intelligence help drive public policy change and create nonmarket advantage?

► Identifying new product and market opportunities

► Provide early warning of potential threats or opportunities

► Evaluate issue prospects within nonmarket institutions

► Anticipate and understand nonmarket shifts or trends


Powered by


► Nonmarket intelligence is NOT…

► Opposition research: intelligence about a nonmarket “opponent” used to discredit or otherwise publicly weaken them

► Political intelligence: nonmarket human intelligence used to make investment decisions in the financial markets


Powered by


► Nonmarket intelligence nuances:

► Specialized information sources

► Abundance of publicly-available information

► Heightened importance of human intelligence!

► Unique analytical “lenses” (public-policy process, impact of data on the nonmarket ecosystem, role of stakeholders)


Powered by


► Secondary source examples (United States):

► Specialized publications: Politico/Politico Pro, Roll Call, CQ, The Hill, Bloomberg Government, BNA, etc.

► Petitions: regulatory comments, testimony, statements, patent filings, coalition/association files

► Disclosures: lobbying registrations/registers, CSR reports, microsites, third-parties, etc.


Powered by


► Successful nonmarket intelligence/public affairs integration:

► Initial conversations about intelligence needs, KITs, prioritization, etc. “issues management”

► Ongoing communication (to focus and refine collection... remaining nimble is critical!)

► Ongoing presence in strategy, planning, and reporting loops


Powered by


► Successful nonmarket intelligence/public affairs integration (cont.):

► Contextualized analysis that uncovers patterns and valuable nuggets of true nonmarket intelligence

► Action-oriented communications vehicles

► Internal: driving decision making/action

►External: narratives, stories, visuals, etc.


Powered by

Thank you! Now how about a little Q&A?

Email: [email protected]

Phone: (202) 823-1096Twitter: @tommygoodwin

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora WDC at http://AuroraWDC.com. See you next time!