Our CEO and Managing Director Global Practice Jason Descamps sat down for a one-on-one interview recently with Nina Keim, Director, Government Affairs & Public Policy, Germany at Salesforce. In this role, Nina heads up the GA & Public Policy function in a key market for the American company, at a time of political change following the recent election campaign and the new coalition government which began its work earlier this month. Below are the top 3 takeaways from their discussion, highlighting how businesses successfully tackle new approaches and expand their engagement in core markets:
Jason: What made the company decide to open a full time PA role for Germany?
Nina: “Germany is one of Salesforce’s core global markets. When I joined the company, Salesforce already had a presence in Germany for a few years. Establishing a Public Affairs role in Germany was ultimately a business strategy to align the Public Affairs and Government Affairs team with the plan to further invest in the country.”
Jason: When is it the right time for a company to do so vs using consultants or joining one or several associations?
Nina: “When Public Affairs work is primarily reactive and relies heavily on solid monitoring, local consultants are well-equipped to provide the necessary insights, cultural understanding, and local language capabilities.
As the local presence grows and issues become more complex, the desire to be more involved in political discussions increases. The transition from a reactive Public Affairs approach to a more proactive advocacy often signals the right time for a company to establish an in-house Government Affairs and Public Policy position. Additionally, in some cultural settings, having a representative with the company logo on their business card, rather than a lobbyist acting on behalf of a client, can instill greater trust and credibility.”
Jason: What are the key factors for successfully creating the function for a country that had no PA before?
“Understanding the products, services, and company culture is essential to meet the expectations of an in-house Public Affairs role. All valid candidates for such a position will have a solid background in navigating complex legislative processes and managing political stakeholders. However, for in-house PA roles, the successful candidate will have to demonstrate an ability to align political knowledge with the company’s interests to successfully represent it. After all, they are no longer advising as consultants but actively executing advocacy. »
Photo courtesy of Raimar von Wienskowski
