Program

Thursday, 16th February 2017
10:45 am - 11:30 am

Doors open and welcome coffee

11:30 am - 11:45 am

Intro: Welcome and introduction

11:45 am - 1:15 pm

Lecture: Public Affairs in Berlin 101

In order for all participants to start at the same level, we invite you to our Public Affairs Basics session. Hosted by Christian Thorun, professor of political science, international politics and public affairs at Quadriga University Berlin, you will get the chance to brush up on your knowledge and get up to speed on the 101 of Public Affairs. Once you have done so, you will be ready for the two insight-packed days we have prepared for you.

1:15 pm - 2:15 pm

Lunch

2:15 pm - 2:45 pm

Keynote: Trends in Europes powerhouse

In times of social media, politics and democracy become more complex. Politicians, citizens and businesses are increasingly communicating on the same level. Consent must be organized broader, more today than ever before. This is only possible with wise and authentic campaigns.

2:45 pm - 3:15 pm

Insight: Business intelligence – the key for success in public affairs

Business Intelligence is an extensive and beyond IT generated state-of-the-art research. It predicts developments, political and economic changes. Moreover, it safeguards interests “early warning” to make better informed and fact-based decisions. Business Intelligence helps to gain a competitive advantage and identify business opportunities.

3:15 pm - 3:45 pm

Insight: Engaging stakeholders with digital public affairs

Stakeholder engagement strategies are crucial for sustainable and successful policy making -  in particular when it comes to societal and economic issues that impact the broader public. Social and digital media enable a level of transparency, real-time feedback and involvement of the public that is unparalleled. The session will provide insights, how Microsoft Germany leverages digital and social media for political agenda setting and stakeholder engagement.

3:45 pm - 4:15 pm

Insight: Opportunities and challenges of corporate interest representation

No matter where in the world: opportunities and challenges of corporate interest representation are highly diverse and often considered to be somewhat suspicious in the public eye. How can interest representation of companies build trust in public and political relations? The case will give a concise overview of opportunities and challenges of company representation in Berlin and Brussels.

Maria Heider

Maria Heider

METRO AG Wholesale & Food Specialist Company
Head of Western Europe & EU Affairs
Maria Heider started her professional career in 1983 working for The Greens in the Bundestag. In 1998 she changed to the Federal Ministry of Finance where she was spokesperson for some time but also worked in Brussels for four years in EU Institutions and at the National Academy for Security Policy in Berlin (BAKS). Since 2015 Maria Heider is working for METRO AG Wholesale & Food Specialist Company, Corporate Communications and Public Policy.
4:15 pm - 4:45 pm

Coffee break

4:45 pm - 5:00 pm

Intro Trend Labs

Trend Labs are workshops where you will be able to work together with experts. You will look at specific cases using new approaches of public affairs. The introduction will be used for a short self-presentation of the speakers and the topics. The "Trend Lab Session" will be repeated on Friday so you can select two different trend labs you want to join.

5:00 pm - 6:30 pm

Trend Lab - Session I

5:00 pm - 6:30 pm

Trend Lab I: German legislation - an impenetrable jungle?

The process of German legislation is highly complex and seems to be an impenetrable jungle. The workshop will provide in-depth insights into the formal processes and will shed light on the power struggle between the different governmental and parliamentary institutions. A case study will show when, how and where it makes sense to get involved into the process.

5:00 pm - 6:30 pm

Trend Lab II: Mission possible! How to successfully work with MPs in Germany

A high proportion of the work in Public affairs is built around those women and men who physically make the law: MPs. If PA activities do not reach out to this group of decisions makers, many other efforts of communication tend to be worthless. Is there a ‘perfect way’ to handle the challenges in this respect? What are the dos and don’ts? What is specific for Germany as the cultural environment?

5:00 pm - 6:30 pm

Trend Lab III: Dealing with the unthinkable: Brexit, Trump and an eroding party system in Germany – a map for orientation

2016 has marked a watershed moment in the domestic, European and international political arena: Political developments have become increasingly unpredictable and complex. Which values, which regulation, which relationships will count in the future?  This year’s events seem to contradict logics and political experience. The workshop will give in-depth insights into the assessment and communication of Public Affairs in a changing world.

6:30 pm - 6:45 pm

Sum-up & result presentation

7:15 pm - 10:15 pm

Get together at "The Digital Eatery" & public affairs panel

There will be an exclusive Get-together at "The digital eatery", which belongs to the representation of Microsoft Germany. It is located "Unter den Linden" which is one of the most prestigues places for company representations in Europe. To keep up the spirit of our convention, there will also be a short panel discussion with top-level politicans.

Dr. Klaus Schüler

CDU Germany
Federal Director
Dr. Klaus Schüler is Federal Director of the CDU. He is one of Germany’s most experienced political managers, strategists and campaign experts. Schüler held executive positions in the CDU under the chairmanship of Helmut Kohl, Wolfgang Schäuble and Angela Merkel and chairs the “Campaign Managers Committee” of the International Democrat Union (IDU).
Friday, 17th February 2017
8:30 am - 9:00 am

Doors open and welcome coffee

9:00 am - 9:10 am

Introduction: Preview of the day

9:10 am - 9:40 am

Insight: Tools, methods and ways to success: Parliament, executive or states

"The strongest is only strongest alone." This translation of a German proverb describes the attitude of many companies when it comes to pursuing their own interest - and it is more often than not the wrong strategy when dealing in a complex political surrounding. Joining forces and successfully liaising one's own interest with similar other ones is what usually wins the battle. Politics simply can't respond to each individual wish. Modern societies work through harmonising interest and fighting for the best solution through coalitions of interest, quite often organised for a long-term partnership through associations. Johannes von Thadden has seen it all: working for the biggest German business organisation, the German Association of Chambers of Industry and Commerce (DIHK), as Director General for Germany's longest governing party, the Christian Democratic Union (CDU) and now for Airbus Defence and Space where he runs the company's space interest in Europe and with international organisations. Johannes von Thadden is convinced: using associations as a channel is a clever thing to do if you want to be successful.

9:40 am - 10:10 am

Insight: Tools, methods and ways to success: How to be successful through associations

Association lobbyists identify relevant national and international developments, particularly regulatory and legislative initiatives, and work out common positions for their members. On behalf of members, they participate in public debates and play a part in the political opinion-forming process. By presenting practice-oriented arguments, they promote understanding between policymakers and the business sector.

10:10 am - 10:40 am

Insight: Market competition in the European Union – how to be successful through public affairs

Competition in mature, highly-competitive and super-regulated markets like the EU airline market often takes place on political and regulatory terms. While many industries can choose the most convenient regulatory “home”, aviation is limited in that. As it is widely considered vital industry, especially major networks are limited in their ability to choose the most competitive home base. Competing with highly mobile companies that choose low-cost or at others’ cost business models on the on hand, and foreign state concern benefitting from massive support of their respective states requires massive investment and engagement in public and semi-public fora. The presentation will deal with action and strategy how to use the plethora of regulations and interests as tools to level out unfair competition.

10:40 am - 11:10 am

Coffee break

11:10 am - 12:40 pm

Trend Lab - Session II

11:10 am - 12:40 pm

Trend Lab I: German legislation - an impenetrable jungle?

The process of German legislation is highly complex and seems to be an impenetrable jungle. The workshop will provide in-depth insights into the formal processes and will shed light on the power struggle between the different governmental and parliamentary institutions. A case study will show when, how and where it makes sense to get involved into the process.

11:10 am - 12:40 pm

Trend Lab II: Mission possible! How to successfully work with MPs in Germany

A high proportion of the work in Public affairs is built around those women and men who physically make the law: MPs. If PA activities do not reach out to this group of decisions makers, many other efforts of communication tend to be worthless. Is there a ‘perfect way’ to handle the challenges in this respect? What are the dos and don’ts? What is specific for Germany as the cultural environment?

11:10 am - 12:40 pm

Trend Lab III: Dealing with the unthinkable: Brexit, Trump and an eroding party system in Germany – a map for orientation

2016 has marked a watershed moment in the domestic, European and international political arena: Political developments have become increasingly unpredictable and complex. Which values, which regulation, which relationships will count in the future?  This year’s events seem to contradict logics and political experience. The workshop will give in-depth insights into the assessment and communication of Public Affairs in a changing world.

12:40 pm - 1:30 pm

Lunch

1:30 pm - 2:00 pm

Insight: Success in Brussels? Issue management across geographic borders

Emissions, autonomous driving, access to car data – EU regulation critically impacts business models of the automotive industry. In this presentation you will learn, how Opel as an international car manufacturer manages its public policy issues management at the interface of Brussels, EU member state capitals and the groups European and global headquarters.

2:00 pm - 2:30 pm

Insight: Beyond Filofax - organizing Public Affairs in the digital age

Digital Public Affairs has become a buzzword for the industry. Social media and online campaigns are now an integral part of political communication. However, the organization behind this is generally organized in the same way. Collaboration and workflow management can make public affairs more efficient as well as transparency requirements.   

Christoph Moosbauer

Christoph Moosbauer

MSLGroup Germany
Managing Director
Christoph Moosbauer is Managing Director for Public Affairs & Corporate Communication at MSL Germany. After a commercial apprenticeship as a bookseller he studied political sciences in Munich. He gained political experience as a senior staffer in the Bavarian Landtag before he was elected to the German Bundestag in 1998 for the SPD. In 2004 he joined Concilius as a strategy consultant, until he joined MSL Germany.
2:30 pm - 3:00 pm

Insight: Fight for your right to lobby

Today's political process appears to be gaining in speed and losing in credibility. More than half of the German public believes, that companies wield more political influence than parliaments. Industrial lobbyists have come into the crosshairs of unions, NGOs and journalists. But despite all the criticism, there is a value they bring to the table: Realistic insights from the shop floor and the willingness to fight for or against an issue.

3:00 pm - 3:30 pm

Outlook: Companies strategy and public affairs

The old age of conversations in the lobby will come to a close. Public Affairs 4.0 will reconcile latest social media and new formats of discourse with traditional face-to-face communication. At the heart of the task remains fact-based, credible and consistent engagement on relevant topics.

3:30 pm - 3:35 pm

Short pre-sum-up

3:35 pm - 5:45 pm

Field trip to the German Bundestag & Round Table with MPs

The best is yet to come: On our field trip to the German Bundestag we will be taking a private guided tour through the Bundestag (Federal Parliament of Germany). After the tour we will have the chance to discuss along with members of the German parliament.

5:45 pm - 6:00 pm

Sum-up & end of conference