For the twelfth consecutive year, MSL Germany interviewed more than 300 public affairs professionals from leading companies and industry federations, with over sixty replies being received. “At the end of this legislative period, we asked public affairs professionals in Germany to review the government’s record, track the latest trends in political communications and venture educated guesses about key future developments”, says Axel Wallrabenstein, Chairman of MSLGROUP Germany. “While the results are not representative given the relatively small number of public affairs professionals, they are highly instructive – and indicative of the perceptions and priorities of key actors in the public affairs sector in Germany.“ This document provides a summary of the most important results. The complete survey is available in German on our website (www.mslgroup.de).

1. Public affairs SURVEY 2013
52%
YES
31%
NO
51%
Synopsis

2. For the twelfth consecutive year, MSL Germany
interviewed more than 300 public affairs professio-
nals from leading companies and industry federa-
tions, with over sixty replies being received.
“At the end of this legislative period, we asked
public affairs professionals in Germany to review
the government’s record, track the latest trends in
political communications and venture educated
guesses about key future developments”, says Axel
Wallrabenstein, Chairman of MSLGROUP Germany.
“While the results are not representative given the
relatively small number of public affairs professio-
nals, they are highly instructive – and indicative of
the perceptions and priorities of key actors in the
public affairs sector in Germany.“
This document provides a summary of the most
important results. The complete survey is available
in German on our website (www.mslgroup.de).
INTRO

3. MSL Germany Public Affairs Survey 20133
Approval ratings among public affairs professionals
for the sitting conservative-liberal government have
improved significantly. 74 per cent now rate the
government‘s work as “good” or “very good” com-
pared to just 34 per cent two years ago.
Before the election: higher approval
ratings for German government
How do you rate the government’s work after its third year in office?
8%
very good
66%
Good
26%
poor
0%
very poor

4. MSL Germany Public Affairs Survey 20134
Grand coalition
CDU/CSU & SPD
Red-GReen
SPD & The Greens
Repeat of Black-Yellow
CDU/CSU & FDP
Black-Green
CDU/CSU & The Greens
Traffic light
SPD & The Greens & FDP
RED-RED-GREEN
SPD & The Greens & The Left
2%
56%
31%
2%
3%
5%
Which coalition do you expect after the federal election in 2013?
Public affairs professionals appear to be thinking
along traditional lines: The majority expect a Grand
Coalition consisting of Conservatives and Social De-
mocrats as the most likely outcome of the election
in September. 31 per cent believe in a repeat of the
governing coalition of CDU/CSU and FDP. All other
coalitions are seen as very unlikely, including a part-
nership between CDU/CSU and The Greens.
In no mood for experiments: Public affairs
professionals expect Grand Coalition

5. MSL Germany Public Affairs Survey 20135
Solving the euro crisis
82%
Implementing the „Energiewende“
(Energy transformation)
70%
Regulation of
the financial
system
28%
Deepening of
European
Integration
16%
5% Improvement
of social justice tax reform
39% 7% climate and environment
protection
5% universal
minimum wage
5% support for
innovative companies
3% pension reform
2% copyright reform
7% other
Most public affairs professionals (82 per cent) think
that solving the Euro crisis will be the next German
government’s most important task. Other key policy
areas are the so-called “Energiewende” (energy trans-
formation) at 70 per cent and tax reform (39 per cent).
Solving the euro crisis most important
task for next government
What are the most important projects for the next federal government?

6. MSL Germany Public Affairs Survey 20136
There is cautious optimism among German public
affairs professionals with regard to the country’s
economic development. While almost two thirds
(64 per cent) believe the country is set for a year of
stagnating growth, about one third of respondents
(34 per cent) expect growth to continue. This figure
is up from just eleven per cent in 2012 when 73 per
cent expected stagnating growth and 16 per cent
feared an economic downturn.
Modest economic growth to continue
How do you estimate the economic development for 2013?
I Expect
continued
growth
34%
I Expect
stagnating
growth
64%
I expect an
economic
downturn
2%

7. MSL Germany Public Affairs Survey 20137
Do you seek dialogue with political parties to talk about the election and government programs?
Three quarters of public affairs professionals seek
dialogue with political parties about their election
manifestos and/or programmes for government .
21 percent prefer not to talk to politicians about
their plans for the next legislative period.
Mapping out the agenda for the next
parliament
75%
YES
21%
NO
n/a
4%

8. MSL Germany Public Affairs Survey 20138
Which tools do you use in order to maintain your political contacts?
Personal meetings remain by far the most impor-
tant tool for public affairs professionals to maintain
their political contacts (97 per cent), followed by
political salons (66 per cent) and workshops (51 per
cent). Interestingly: The number of those using so-
cial media in a public affairs context has decreased
by 16 per cent to 28 per cent.
Public affairs remains a face-to-face
business
personal meetings
with relevant political
decision-makers
97% panel discussions
46%
social media
and web 2.0-elements
28%
periodic mailings
36%
newsletters
33%
political salons or
evening events
66%
others
3%Workshops
51%

9. MSL Germany Public Affairs Survey 20139
How have your public affairs related activities developed in the current year?
Corporations and industry associations spend more
on public affairs as the federal election approaches.
39 per cent have increased their expenditure for
public affairs related activities, and 43 per cent are
using additional human resources.
Public affairs spending increases in
election year
Additional human resources
were used for public affairs
related activities
less human resources were
used for public affairs
related activities
Additional financial resources
were used for public affairs
related activities
less financial resources were
used for public affairs related
activities
43% 23%
39% 16%

10. MSLGroup Germany GmbH
Chausseestraße 8
10115 Berlin
Germany
The complete survey in German is available for download here:
www.mslgroup.de
For more information please contact Florian Wastl
(+ 49 30 / 820 82 – 524, florian.wastl@mslgroup.com).
MSLGROUP Germany GmbH
Chausseestraße 8
10115 Berlin
Germany
89%
37%57%
Berlin