Trying to secure the attention of government can be difficult – it is a crowded marketplace. There are a lot of people and organisations jostling for position and trying to get government to take note of their concerns. They all believe that they have a right to be heard and only if they could get someone to listen they would then instantly understand the issue and do something to help sort it out.
Too often, however, no-one takes the time to ask ‘why should government listen to me?’ Amongst the myriad of other organisations, why is your problem or issue any more pressing than anyone else’s? There are many, varied and complex reasons why government listens to some but not others but here are five ways in which you can improve your chances.
- Do not just moan – too much bad public affairs and bad lobbying is down to organisations simply using engagement as a tool for criticising government and policy. Just like hearing someone incessantly talking about their children or their favourite hobby, this becomes boring and people switch off. Government is no different. The engagement has to be sophisticated and take into account existing policy, problems and offer solutions. The solution is critical. It is what can be done to solve the problem.
- Quality argument – the content and presentation of the argument is critical to its success. From the way in which the initial approach is made through to the conduct of any meetings, the right messages have to be constructed and conveyed. Whatever points are made also need to be fully justified, defended and backed up by fact. Opinions or one’s own certainty are completely insufficient.
- Fit the process – there is nothing worse then making an approach at the wrong time. The arguments may be completely compelling but if the boat has already sailed there is very little anyone can do about it. That would make it a different type of campaign entirely. This is really a call for early and consistent engagement alongside full research into where the issue is at.
- Talk to the right people – similarly if engagement is not happening with the right people then you may have some interesting meetings but there will be little or no constructive output. Knowing who to speak to and when are all part of designing the campaign from the very start.
- Unity of purpose – an issue that come up consistently is that there are simply too many bodies out there. Many are competing for the policy space and/or say very little of difference. Lord Heseltine, for instance, has been highly critical of the sheer number of business organisations and how few real businesses they have as members. From a lobbying perspective, engagement is more effective when the voice is united and strong. That can take effort, may add to the timetable of a campaign but can be a wise investment.
No organisation has an inherent right to be listened to – it has to be earned. Consider your strengths and ask ‘why should I be listened to’? That would be a good starting point for trying to talk to government.