Policy announcements provide an opportunity for the Government to dominate the headlines and the set the agenda. But at several times during the year Government can do this across a range of policies. These set-piece events are the mainstays of the political calendar and so everyone dedicates themselves to try and engage with them.
These events – the Queen’s Speech, the Budget and the Autumn Statement / Comprehensive Spending Review, party conferences– provide Government with the airtime and print space that they could only otherwise wish for. But in the weeks running up to them there is a mad scramble for attention as a range of organisations vie for media space and try to exert an influence.
But it is not just outside organisations that are at it. Government themselves provide details to the media, especially the weekend before, so that they can get as much positive coverage for as long as possible. Similarly, individual departments and ministers can also be playing the game so that they get the best deal going.
Whether this helps deliver ‘joined-up’ government can be challenged and in the age of austerity arguably Ministers have less keen to work together as they defend their departments. Being seen as a strong Minister is often about standing up for your department especially when spending allocations are being decided.
What should those looking to include such opportunities in their public affairs campaigns do?
- Engage with the official channels, most notably the Treasury. In that sense, engagement during this time is no different from that during the rest of the political year. There are processes and timescales to understand and adhere to. Submissions need to be made and the case made. Sometimes there is too much emphasis placed on the media and not enough on the government departments themselves. Do not fall into this trap.
- Make it meaningful. If you are considering going to the media then the arguments you make have to be credible and chime with current sentiment. For instance, the very powerful letter concerning police numbers and capacity leaked in advance of this Autumn Statement was used to back-up arguments made over a long period time about the implications of a terrorist attack. The attacks in Paris provided those arguments with additional resonance.
- A critical mass – especially at the time of set-piece events, the more that friends, allies and supporters can come together to make similar arguments, the more likely it is to have an impact. The events can provide a focus for efforts and allow organisations to come together. Everyone recognises the importance of these events and the profile that they can deliver for a cause or issue. That can help to unite and focus a campaign.
- Build into the campaign. It is not just about the set-piece events but also about building the case over time. A sudden approach for legislation at the time of the Queen’s Speech or a bid for special pleading at the time of the Budget will have a near-zero chance of success. Instead, it’s about momentum.
- Leverage? The case of the junior doctors and the announcement of their intention to go on strike can hardly have been better timed. It was like they had planned it… And that is a critical consideration. Does the simple fact that the event is taking place mean that action can be built around it and that the Government is more likely to notice of? Where does lobbying at this time pay dividends and can anything be achieved? That is not always the case. Sometimes keeping quiet can be much more effective.
There are always other events taking place – summits, the party conferences etc. – all can play a role in the public affairs campaign. But they need to be recognised for what they are and what they can deliver – they will not all be the same. Each may also need their special engagement process and have their own mini-agendas. It is not one continuous process of constant lobbying. Nuances are needed.
The question is have you recognised what the events can (or cannot) do for your campaign?