For many PR professionals, the Internet is already an essential channel for reaching out to a broad public. But is that also true for public affairs? Traditionally, lobbying is associated with secrecy and mystery-mongering, but consumers and NGOs today increasingly demand transparency.
In an article for prnewsonline.com, Klas Roggenkamp (compuccino) and I argue that although digital public affairs is no substitute for traditional lobbying, it can nevertheless help to manage political and reputational risks. The article is an excerpt of our much more extensive book chapter on digital public affairs strategies, published in 2010.