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White Papers with Topics Education

Topics Education Paper: "The ROI of Public Affairs"

Topics Education published a white paper titled "The ROI of Public Affairs" in partnership with ACC. This paper focuses on demonstrating the value of public affairs and establishing a universal understanding of that value within the practitioner's organization. It is the first in a three-part series of original papers exploring public affairs and its impact on the cable industry.

This white paper highlights existing research and argues for an approach to shared understanding and measurement. Some of the major points include:

  • Public affairs has a clear impact on an organization's reputation in the eyes of customers, members of the organization, and the community at large, and this reputation leads to measurable advantages in a number of areas.
  • 96% of CEOs recognize that corporate reputation is critical to achieving strategic business objectives.
  • If upper management does not see the value in public affairs, practitioners must work to educate them by focusing on the function's strategic value drivers as they relate to business.

View the complete report:
The ROI of Public Affairs (PDF, 942 KB)

ACC and Topics Education Survey

A joint survey conducted by Topics Education and ACC reveals how cable operators choose their public affairs campaigns and the role new technology plays in decision making process. The survey focused on three areas: the role of public affairs within the company, the on-line component of initiatives, and the integration of technology. Some interesting findings include:
  • Campaign selection is done at the local level. Seventy percent of members surveyed select their major annual public affairs initiatives on-site, while only 29 percent receive initiatives from a corporate office.
  • Leveraging new technology increases the likelihood of campaign adoption. Seventy-one percent stated that a tie-in to a new technology product would increase the likelihood that a campaign would be implemented.
  • Customers are a main priority in public affairs initiatives. Customer retention and customer satisfaction led the list of the top three priorities company-wide with each being cited by 71 percent of survey participants. 

View the complete report:
CTPAA and Topics Education Survey: Uncovering the Role of Technology in Public Affairs

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