CASES

Public Affairs plan for an IT company

In recent years, information and technology (IT) companies have become an essential part of the economy of every country. According to a study carried out by Quiddity in April, in Argentina, computer manufacturers are trusted by about 50% of citizens. This places them in top five most popular sectors along with renewable energy, manufacturers of non-alcoholic drinks (water and juice) and beer producers and above producers of fizzy drinks.

However, these companies have in recent years undergone a critical situation in the country with imports severely limited by the national government and strict legislation effectively preventing them from functioning in Argentina.

In this context, a leading company in the IT sector started to work with Agora Argentina to establish a public affairs plan to respond to the new laws and regulations that have a direct impact on the manufacture and sale of their products and IT services.

The first stage of the plan was to map the stakeholders with whom communication needed to be established at the institutional and media levels. After analyzing this map of relevant actors and assessing their level of involvement and impact on the sector, Agora Public Affairs suggested a 180 degree shift in strategy in which the focus of activities was not on a reaction to a critical situation but the anticipation of what analysis suggested would occur in the country following the change in government in December 2015.

The focus of activities was not on a reaction to a critical situation but the anticipation of what analysis suggested would occur in the country

Thus, in addition to mapping stakeholders, breakfasts and work meetings were held with leaders in the sector to analyze the situation and determine what might be done by the company to change it. The participation of a corporate representative in the Word Economic Forum (Mini-Davos) held in Buenos Aires in early April, 2017 was also arranged.

These achievements have allowed the company to position itself as a leader in the sector at the consumer and institutional levels. Today, it is one of the technology companies that is most listened to by national government led by the Macri administration when developing new laws that affect the IT sector and one of the actors that forms a proactive part in providing information to the Ministry of Production for the development of regulations.

The company is now seeking to go further and achieve greater reputational value by focusing on its positioning as an innovative company

With an effective plan for institutional relations well under way, the company is now seeking to go further and achieve greater reputational value by focusing on its positioning as an innovative company. To do so, action is already being taken, including the organization of the Week of the Entrepreneur and an Innovation Competition.