Guest Post: Five top tips for successful public affairs

Whether you’re a small independent charity or a large multinational corporation, politics and political decision makers will shape the framework within which you operate. Public affairs, Government Relations or lobbying, as it is colloquially known, is the process of engaging with Government, Parliament and wider public policy stakeholders. It is a legitimate and important part of the democratic process, provided it is done openly and transparently.

Influencing the political agenda can take many forms. It may involve supporting, amending or even delaying a piece of legislation. It may focus on raising awareness of a particular issue or cause. It can also involve bringing together political allies to scrutinise government activity in a particular sector. It is therefore important that organisations realise how the political process can impact current and future objectives both positively and negatively.

Political Intelligence is a public affairs consultancy established back in 1995 with a broad range of clients in various sectors. Whilst the work for our clients has varied significantly, we still believe that some basic principles apply.

Here are our five top things to consider when considering public affairs activity…

1. Be prepared – understand any changes coming into force and identifying potential threats and opportunities

Keep your finger on the pulse. Much of public affairs is about monitoring Government and identifying potential threats and opportunities at their embryonic stage. Taking action and ensuring your voice is heard at the earliest possible opportunity will help influence future policy and legislation. Whether it’s monitoring parliamentary green papers or anticipating future developments, ensure that you’re organised and ahead of the game.

2. Understand the current political landscape

No organisation works within a vacuum. Political party policies change, agendas differ and priorities are constantly shifting. In order to be successful, organisations need to be aware of the zeitgeist – “plans rarely survive contact with reality”. For example, the current coalition Government is embarking on a programme of spending cuts and deregulation. It would therefore be extremely difficult for an organisation to campaign on an issue diametrically opposed to this agenda. Being aware of the broader picture is imperative.

3. Know where power lies – who makes the decisions affecting your industry locally and nationally?

Do your homework. Politics works at local and national level and across a broad spectrum of interest groups and service providers. Power does not lie solely within the confines of Westminster and Whitehall. Identifying people who can really make the difference is hugely beneficial and can save an organisation a lot of time and effort. Before embarking on any campaign, in depth “stakeholder” analysis should be undertaken to highlight those individuals or organisations that can most effectively help you. Building relationships with these “stakeholders” and ensuring you maintain regular contact is key.

4. Be concise – don’t waffle

Politicians and officials are busy people. It is therefore essential that you are clear and unambiguous about what you want to achieve and how they can help. It is important that you have a strong understanding of current policy and the legislative agenda in order to coherently formulate your argument in a language that decision makers understand. Concise messaging documents will help focus on key issues.  Too much waffle and you might find yourself on the receiving end of a Disraeli style putdown: “Thank you for your briefing I shall lose no time in reading it!”

5. Be constructive – offer solutions

Be positive. Politicians and officials are often inundated with problems and complaints and may not always have the answers at their finger tips. Avoid just highlighting the negative, be prepared to not only raise the issue but also to offer suggested solutions. A positive approach will resonate far more than focusing on the problem alone.

Guest post from Nicholas Lansman,  Group Managing Director at Political Intelligence