The services offered by Ellen Oerlemans Public Affairs

1. Define and implement Public Affairs strategy
2. External Positioning & Thought Leadership
3. Stakeholder mapping & engagement
4. Determining tactics, planning and execution
5. Lecture, training or workshop

1. Define and implement the Public Affairs strategy

I advise on creating a Public Affairs strategy, from a proactive approach to issue management and from increasing social support to lobbying policymakers. The major challenge of a Public Affairs strategy is finding a suitable tactic to influence the outside world. I start by bringing together 1. the priorities and issues of an organization, 2. the external barriers and opportunities and 3. the social and political trends. Based on this, I make a proposal for a promising strategy and appropriate approach.

The 2 crucial building blocks of a Public Affairs strategy are (external) positioning and stakeholder analysis. These services are further elaborated below because I offer them separately if desired.

I work for the business community and for the public sector such as knowledge institutions. I am particularly motivated to engage in public/private partnerships, such as a ‘ Groeifonds’ (Growth Fund) or one of the innovative campuses in the Netherlands.

2. External Positioning & Thought Leadership 

An effective Public Affairs campaign starts with a clear external position, ensuring that everyone knows and understands what you stand for. I provide support in crafting this position, rooted in facts, devoid of jargon, current, and inspirational.

If you are a scientist or a knowledge institution, you have the right to speak out. New scientific insights can support policy makers in making important policy decisions. Increase your societal impact as a Thought Leader, sharing your knowledge, innovative perspectives and ideas. I find it a challenge to 'translate' scientific knowledge into easily understandable and inspiring texts or presentations. Moreover, it is important to articulate what is needed to realize a change or implement an innovation.

3. Stakeholder Mapping & Engagement

In Public Affairs, the essence lies in networking. I provide support and guidance in:

1. Mapping stakeholder: Identifying influential individuals, distinguishing supporters and opponents, recognizing decision-makers and key influencers, identifying familiar faces and new contacts.
2. Strategic Engagement Proposal: Formulating a strategic proposal on how to engage and concince these stakeholders. This may include initiating a coalition to achieve impact together. Or organizing a workshop with policymakers from the Ministry of Economic Affairs and Climate.

One of the working methods is a practical workshop with people who represent the organization outside. This allows us to visualize the existing network. An effective Public Affairs campaign often requires patience, it is important to keep a good overview of who meets whom, what was discussed, what was the reaction, are they convinced? In other words: stakeholder engagement.

4. Tactics, Planning, and Execution

Of course, part of my service package is support and advice in actual advocacy! Public Affairs can be compared to a game of chess, strategy is crucial, along with anticipation and forward-thinking ahead. Consider the following parts (in the 'we' form, because I already feel engaged):

• Is our suject topical? How can we ensure our subject is talked about, and our opinion is noticed? Or, how do we make it relevant, identifying hooks to leverage?
• What are relevant political developments? Which political party or parliament member holds a significant voice or stance, and how can we respond effectively?
• Which stakeholders are we going to invite for a visit? How do we ensure that, for example, a member of the House of Representatives accepts an invitation?
• Practical matters must also be in order, such as key messages and a policy letter.
• Explore opportunities to increase our impact, such as organizing an event where stakeholders engage in dialogue.
• Designing a (social) media campaign when it is important to broaden support or influence public opinion.

5. Lecture, Training, or Workshop

I find it truly inspiring to share my knowledge and experiences. A workshop or lecture can help convince an organization of the importance and added value of Public Affairs (shifting focus outward) or serve as a catalyst for increased attention to Public Affairs. My speaking and working style is energetic and motivational.
Potential topics include:

• Value of Public Affairs for scientists
• The added value of Public Affairs
• Looking outside with courage – how to do it?!
• The customer is king – applies to external stakeholders too!