APPLE TREE Barcelona was the chosen venue for our latest APPLE TREE BYTES, the meetings that we periodically organise with brands, companies and influential people in the world of communication and marketing. On this occasion, the guest speaker was Daniel Ureña, founder and president of NITID, who explained the keys to being a good lobbyist and how communication is a key ally in influencing public life and regulatory changes.
During the talk with the guests, Daniel shared some tips when undertaking a public affairs strategy: “A company that wants to strengthen its public affairs policy has to have a long-term vision, that is, it has to be aware that it is very important to anticipate, to be able to identify those points, debates, issues, political priorities that can have an impact on your organisation and, therefore, on your business. And secondly, you have to be clear that this is not about managing meetings, but about how to become an ally of the legislator, how to be useful to the work of the politician or the legislator”.
At the end of the meeting, attendees were able to watch a fragment of the documentary ‘Asuntos más que públicos’, which tells the story of how public affairs professionals carry out their work and the impact they have on the lives of citizens. Carme Miró, CEO and founder of APPLE TREE, appears in this film explaining the importance of communication as a key role in this discipline.
An alliance to offer the best service in public affairs
This meeting is part of the long-standing collaboration between APPLE TREE and NITID, in which both companies collaborate in advising on communication and public affairs for various clients. This alliance is formalised in a current scenario in which companies are increasingly aware of the influence that public affairs campaigns can generate, where the use of innovative strategies and knowledge of key interlocutors is essential to achieve a real transformation in society. In addition, there is an increasing professionalisation of the Public Affairs sector. Currently, more than 800 Spanish entities are part of the EU Transparency Register and at national level there are several initiatives to regulate stakeholder activity.
