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1、DigitalStrategiesforPowerfulCorporateCommunicationsChapter8APublicAffair:TheDigitalDimensionofGovernmentRelationsInthewakeofthelongestPresidentialcampaigninU.S.history—21months—andthesubsequentelectionofthefirstAfricanAmericanPresidentoftheUnitedStates,thecountry’spoli
2、ticallandscapefindsitselfinthemidstofasrapidanddrasticanevolutionasthatexperiencedbybusinessinrecentyears.Madeevenmorecomplexbyaheightenedregulatoryenvironment,ajumpinglobalization-inspiredcross-bordermergersandacquisitions,andthepublic’soft-disparagingperceptionofgove
3、rnment,publicaffairsandgovernmentrelationshaveskyrocketedinimportancetobothcorporationsandtheirstakeholders.Thesebusinessfunctionsweretraditionallyrelegatedtoorganizationswithinstrictlyregulatedindustriesinwhichlobbying—oratleastarelationshipwithCapitolHillstaffers—was
4、criticaltosuccess.Now,asbusinessandpoliticsbecomeincreasinglyintertwined,corporateleadersmustreconcileacomplexchallenge:Digitalcommunicationsempowersstakeholders,mandatestransparencyanddemocratizesaccesstoinformation,yetpoliticsandgovernmentaffairsalwaysoperated—oratle
5、asttriedto—undertables,behindcloseddoorsor,attheveryleast,inhighlyguardedinnercirclesthatwerealmostimpossibletopenetrate.Unlikethefunctionsdescribedinpreviouschapters,whereembracingandimplementingdigitalcommunicationsplatformsprecipitatedfromtheneedtoconformtotheshifti
6、ngbusinessenvironment,governmentrelationsandpublicaffairsexecutivesSuggestedreadingsfromthesocialmediabookwrittenbyPaulArgentiwithCourtneyBarnes(tobepublishedinAugust2009).ForDartmouthinternaluseonlyÑnotforreproductionorre-use.ProvidedasadvancereadingfortheDartmouthCom
7、municatorsConferenceonSocialMedia,April30-May1,2009.havemanymasters;therefore,theyrequireanuancedcommunicationsapproachthathasoftenpromptedmanytofallbackontriedandtestedplaybooks.Thatsaid,somedigitaltrailblazersinthepublicarenahavefoundsuccessinharnessingthepoweroftheI
8、nternetforgovernmentalrelationsand,mostimportant,forpoliticalcampaignorganizations.Thischapterexploresthenascentdigit
