Building Winning Relationships By Andrew MacDougall MSLGROUP
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Building Winning Relationships
“Invaluable Reputation” – Dec. 10, 2013Andrew MacDougall, MSLGROUP London
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Overview
+ Context+ Building blocks for partnership + The role of transparency
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01 - Context
+ Budget pressures+ Reputation issues+ Need for partnership
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4Context – Budget Pressures
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5Governments are facing reputation issues
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6Be careful with your partnerships!
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7Governments are facing reputation issues
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8Because it’s facile
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9Reputation and Competence
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02 – The Building Blocks for Partnership
+ Build understanding+ Speak the language+ Reciprocate+ Plan carefully
Presentation Title – Date
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11Build Understanding
· Government ≠ business
· Start small and build up– Don’t walk in and ask for the moon
· Extreme cases make bad law– Don’t start in crisis (if you can avoid it)
· Be clear in your expectations– What are asks on each side?
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12Speak the Language
· Speak politics– Put yourself in government shoes
· Speak to motive– What problem does it solve – for them
· No surprises– Governments can take bad news but don’t blindside
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13Reciprocity
· All relationships involve give and take
· Build capital– Offer support on tangential issues
· Remember the words “thank you”
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14Plan Carefully
· Government can be big, dumb, slow
· Add your voice to the debate– Prepare the ground
· Be agile – Be ready for opportunity
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03- The Role of Transparency
+ Risk management+ The new normal (Snowden and social media)+ Opportunities for creative approaches
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Risk Management
· Government moving to transparency– Lobbyist registries etc.
· More voices– Rise of social media
· More threats
· Lower threshold for “news”– More demand for content
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The New Normal
· Transparency is not a fad– Technology forces it
· Hold to higher standard– Be prepared to explain
· Defend legitimacy at all costs– Gov’t doesn’t have monopoly on ideas
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Time to Get Creative
· Who you know vs. What you know– Pendulum shifting
· Use transparency to your advantage– Build audience
· More opportunities– Embrace the new channels
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04 – Canada-EU Trade Agreement
Case Study
Presentation Title – Date
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20A model partnership
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21Case Study – Canada-EU Trade Agreement
· Trade a priority– Savvy partners knew context
· Complicated story to tell– Needed third party validation
· Went with trusted partners– Relationships paid off
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22To Summarise
· Know the context and the constraints it places· Keep your nose clean· Build understanding· Think politically, plan carefully· Give as well as take· Transparency is the new normal· Embrace creativity
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