Government communications: Speaking politically
By Elisa Birnbaum
December 15, 2008
I guess you can say we're living through some pretty turbulent political times. From proroguing to coalescing, promotions to demotions, and unity to dismemberment, the drama continues to unfold before our disbelieving eyes. And the economic turmoil is not helping matters either. To be sure, organizations that place a high premium on communicating with government are feeling a bit lost and unsure these days. But will the political instability affect their ability to reach out and make their voices heard? In truth, even at the best of times, this objective is not an easy one. Organizations face a slew of competing voices, while governments - federal, provincial, and municipal - are overwhelmed with requests, lobby groups, and press material. So, what does one do to make the most of their government initiatives? And should they be extra vigilant today?
Who you gonna call?
For conservation organization Nature Canada, one of the biggest challenges is determining their proper point of contact in government, an obstacle made even more difficult these days. Beyond bureaucrats and elected officials, there are government stakeholders with interest and influence in the area of the environment. "It's a challenge to know who all the players are, both formal and informal," says communications manager, Chris Sutton. Plus, with letter-writing, petitions, and other advocacy campaigns already targeted at specific decision-makers, the organization must be ready to reroute its communications material, if necessary, come end of January.
Building trust
Nevertheless, no matter who the contact, the organization always places a priority on being upfront, professional and respectful - especially when it comes to civil servants. "They're going to be there longer than any party in power," explains Sutton. "So if you stay in their good books, you'll go further." Mark Buzan would agree. A government relations consultant, Buzan is a fan of covering all the bases when it comes to communicating with government - from the opposition parties, to the senators, and key staff sitting behind the scenes. He focuses especially on the latter, calling them gatekeepers, responsible for opening office doors of highly overwhelmed MPs. "You really do need to make sure that the staff member whom they rely upon to brief them is fully versed in your issues and gets it," he offers.
Tips for effective communication with government |
1. Identify the proper point of contact.
2. Be upfront, professional and respectful.
3. Use understandable language, free from jargon.
4. Educate yourself about government policy priorities.
5. Maintain contact with opposition parties.
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Nature Canada knows this well, and thanks to their professional approach, they've established a relatively good relationship with the feds. "They trust that we're not going to give them a raw deal," offers Sutton. It also helps explain how the charity often gets invited to roundtables, working groups and task forces, often integral to the development of environmental policy. The same can be said for the Canadian Association of Elizabeth Fry Societies, which has been asked on numerous occasions to attend meetings and provide opinions on proposed policy and legislative change expected to impact victimized or criminalized women. Whether as part of a coalition or on its own, the CAEFS, with Kim Pate at the helm, has proven itself a reliable source of invaluable insight. "We've been around for a while and have a track record on these issues," Pate says, relating how a senior bureaucrat once commented that he may not always like what she says but he knows she'll provide a well-researched and documented position before taking it public. Solid, trusting relationships are sure to follow.
It's about relationships
When it comes to government relations, relationships definitely matter even at the local level, says Harvey Cooper of the Co-operative Housing Federation of Canada, Ontario Region. "Everyone has to get re-elected," he states, explaining why municipal politicians take local issues - and associations - seriously. With that in mind, the group often invites politicians to their social events, providing them with tours and speaking opportunities. The group also makes it a point to attend at riding offices whenever they can, familiarizing the elected leaders with who they are and their particular needs. "What you're trying to do is build a long-term relationship," states Cooper. "When you go back a number of times, they know you better, are more comfortable, and you can have more candid conversations with them."
And with those relationships in mind, Sutton also advises groups to back up their words with services and programs that inform their policy recommendations. The real-life experience demonstrated by programs on the ground can be a boon. "It provides some legitimacy in the eyes of the government and also means you are a potential partner in implementing the programs, should they accept your policy recommendations," he says.
Creating synchronicity
Of course, legitimacy can be attained in a number of ways. Aligning the organization's objectives with priorities of government is one. "We often think in terms of our priorities and issues," explains Christopher Wilson of Civica, a communications company that helps the sector influence and connect with government. "But we don't always think through, with clarity, what the government needs and objectives are, or how to talk about our priorities in terms of theirs."
Before that can happen, though, organizations must conduct internal audits. "They need to take a serious look at themselves to enunciate their value-add, what they concretely deliver in terms of value and service to Canadians," says Buzan. Wilson then suggests organizations educate themselves on government policy priorities and frame their objectives along those lines, keeping in mind there are many worthy causes. "Obviously you have the greatest chance of realizing what you want if it fits with what they're trying to do," Wilson adds.
Patience is a political virtue
But what if the organization's objectives are off the government radar? Be patient and persistent, says Wilson. Even if you can't get what you need now, you're well-served by "priming the pump": building awareness of an issue, ensuring policymakers know it well. The advice is particularly apt in today's shaky political landscape. "Some would say keep your head low and wait for the dust to settle, but I always believe in being proactive," says Wilson. "Turbulent times are times of great opportunity."
Political parties are searching for ways to build support and for programs that fill their needs, he explains, using as an example the Conservatives' need to formulate a budget that provides strong economic stimulus. "If you can cast what you need in terms of positive economic terms, the government may see it as a win-win." Likewise, now more than ever, it's important to maintain contact with the opposition parties. "That's amplified 500% now," says Buzan. And never forget the senators. Often overlooked, these individuals take a more detailed approach to reviewing issues and creating policy and can make strong allies.
A friend in need...
Allies are integral. Cultivating champions to a cause makes the job of an organization much easier. With 308 MPs, 112 senators and a strong bureaucracy, you're bound to find some. Search for those with a direct connection to your issue, advises Wilson. If promoting air quality, for example, establish relationships with politicians who suffer or whose family suffers from asthma. "They will intrinsically be more inclined to help," he says. Try to engage their interests and their heart. "And it never hurts to make a politician aware of a compelling story," he adds. "Stories have power and, if used effectively, can be very important."
Power tools
Technology has power too. A fan of the Internet and social networking, Cooper's organization has a Facebook page that has proven even more effective than their website in garnering support. "It's where things are going in terms of getting people engaged," he concludes. Another powerful tool is the public. "My sense is when you capture the public's attention, this government tends to respond," says Pate, explaining how difficult it's been lately getting the government's ear. In fact, concerned about a proposed government recommendation last year, CAEFS initiated a pre-emptive media blitz that heavily influenced the direction government eventually took.
"It's critical not to become a party to the partisan political struggle and to keep above the fray." |
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There is power in language, as well. "It's very important to use language that is understandable, free from jargon, and doesn't assume a specialized knowledge," explains Wilson. Review press releases and other material so you can frame issues using the correct political language. "If you can say what you need in terms they readily use and have context for, it will be helpful." Language is important in other contexts too. Nature Canada created a website during the last election providing information on their ideal environmental policies. Remaining apolitical, however, they were extremely careful in using neutral language, without any code words or phraseology used by the parties. Wilson would have appreciated their efforts. "It's critical not to become a party to the partisan political struggle and to keep above the fray," he says.
Stay true to yourself
Obviously organizations need to be vigilant in their communication. But Sutton cautions organizations to never compromise their mission for greater government access or more funding. "Don't stop pushing back on government because you're afraid you won't get invited to meetings." A difficult proposition for sure, as some governments punish those who publicly criticize them. It certainly tests your mettle, he says.
Yet, upholding their mission was what influenced Nature Canada to launch lawsuits against the government when they felt it wasn't promoting effective policy. It's also what prompted CAEFS to initiate UN complaints against an unresponsive government. But extreme steps should only be taken when other avenues have been exhausted, adds Sutton. The hope is it won't come to that. "You may not agree with a party's perspective on each and every issue, but most politicians work extremely hard," offers Cooper. "So try and meet them half way."
Elisa Birnbaum is a freelance journalist, producer and communications consultant living in Toronto. She is also president of Elle Communications and can be reached at: info@ellecommunications.ca.
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