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COMMUNICATING WITH GOVERNMENT

COMMUNICATING WITH GOVERNMENT. Adam Kilgour – Executive Chairman CPR. About CPR. National firm specialising in integrated communications campaigns Campaigns bring together media / government relations, advertising and market research

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COMMUNICATING WITH GOVERNMENT

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  1. COMMUNICATING WITH GOVERNMENT Adam Kilgour – Executive Chairman CPR

  2. About CPR • National firm specialising in integrated communications campaigns • Campaigns bring together media / government relations, advertising and market research • Over 50 senior staff across Australia - most with backgrounds in government, unions and media • Track record with campaigns for NGO’s and Unions – CEPU, AWU, ETU, ACTU, UFU, ACF, The Climate Institute, Reconciliation Australia, PLAN, SurfAid International • Track record with public information campaigns for Government – Problem Gambling, Reconciliation Walk, Austrade Export Awards • Fully owned research company – AusPoll • Part of Australia’s largest marketing services group - Photon

  3. Communicating With Government: Why? • Democratic right • Government in all forms accounts for some 40% of GDP – source of business • We’re all subject to some form of regulation • Policy process is enhanced with external input • Government shapes the economic environment in which we operate

  4. Flowchart of Government

  5. Government Relations • What is difference between business to business and business to Government • Government has many voices/masters • B2B is like speed dating • Business to Government should be approached like an old-fashioned courtship

  6. Communicating With Government: How? • Establish which portfolios are most relevant to your organisation • Ministers are very busy – use any time with them effectively • Establish relationships with relevant advisers • Don’t forget the bureaucracy – more continuity and formal policy role • Talk to Shadow Ministers – more accessible than Ministers • Look for Committees/Inquiries relevant to your business

  7. Less Formal Means For Communicating With Government • Political party policy committees and conferences • Submissions to regulators • Playing an active role in Industry Associations • Supporting policy “Think Tanks” • Ambient media

  8. Keys to Effective Communication/Lobbying • Understanding which legislation and which programs are relevant to your organisation • Understanding the stated policies of the Government/Opposition • Supporting your position with well argued submissions and research • Making suggestions on how your objectives might be realised – is legislation required? • Engaging support from third parties and relevant media • Choosing your timing – be mindful of the parliamentary cycle • Map decision-makers and talk to all relevant parties including cross-benchers

  9. Frequent Mistakes In The Lobbying Game • Expecting a quick fix • Ignoring the bureaucracy • Only talking to the Government when you have a problem • Leaving it too late • Not being mindful enough of probity considerations • Expecting a change that is contrary to stated policies • Just saying what you want without suggesting how

  10. Who’s Good At Communicating With Government • Qantas • Patrick Corporation • Newsagents/Pharmacists • Leighton Group • Sugar Industry • Medical Professionals

  11. Guiding Principles • “All politics are local” – Tip O’Neill, Former US House of Reps Speaker • Know your local member as well as the relevant Ministers, bureaucrats, Shadows – the currency of democratic politics is votes • “In our system of Government, the squeaky wheel gets the grease” – Mark D. Cowan, Patton Boggs Lobbyist and Former Reagan Administration Chief of Staff • Government won’t know your position unless you tell them • “The more I practice the luckier I get” – Gary Player, Champion Golfer • Keep up regular communication with Government – don’t wait for problems to develop • “There is only so much you can know from the outside” – Cameron O’Reilly • There is a role for lobbyists particularly those who have experienced Government from the inside – use them wisely

  12. Government Relations Program • Engaging with Government • Make a contribution to policy • Gather political/policy intelligence • Develop a formal/informal program • Be committed and listen to the many speakers in Government • Get the full picture

  13. Full Picture – Your Perception • Your perception is always different to the perception some-one has of you • Same in Government – companies believe their own spin • For example, a CPR client believed they had a strong rapport with a State Government • Turns out they were “on the nose” and wrongly blamed for a major bushfire

  14. Perception Audit • Conduct a basic perception audit • Talk to the people that matter • What do they think about your company • What is good, what is bad • What are the opportunities to help Government • Governments want problem solvers

  15. Perception Audit • Why do a perception audit? • How can you plot a path without knowing the starting point • Then construct a simple map/plan • This ensures effective communication/commercial outcome • Stops time wasting and time is money • Application/commitment the key • In any courtship patience is gold

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