When advising on government advocacy campaigns, some individuals only have one thought: “We just want to talk to the Minister.” This approach not only puts your campaign at risk, but it ignores the opportunities presented by other political stakeholders. Here’s why…
With the federal election fast approaching, the political landscape is shifting, and advocacy campaigns need to be prepared for the potential turnover in leadership. London Agency highlights why broadening your advocacy approach, by engaging with both established and emerging parliamentarians, is more crucial than ever.
When planning an advocacy campaign, it’s easy to focus solely on ministers. After all, they hold power and make decisions. But putting all your energy into lobbying a single minister could be a risky move.
Relying solely on a minister can expose your advocacy campaign to a number of risks:
The influence of backbenchers
Backbenchers are crucial to the workings of parliament. Many serve on important committees, be they parliamentary or in their individual parties, where they influence policy recommendations. They advocate for local interests, participate in parliamentary debates, and play a role in party activities. Backbenchers’ influence can also be strong when they’re aligned with factions or party interests. No Minister is promoted to cabinet without the support of their party colleagues.
Every minister was once a backbencher.
Backbenchers have aspirations, and they are often looking for ways to build their political profile. They can see through superficial attempts to win their support only once they gain influence so building rapport long before they’re in a position of power can give you a head start.
Who should I talk to?
Not all backbenchers wield the same level of influence. Consider whether an MP is from the government or opposition, as this will affect their ability to push for changes. Senators tend to focus more on parliamentary work, while MPs in the House of Representatives often have more local responsibilities. A backbencher from a safe seat may have more time to dedicate to policy work than one constantly focused on re-election. Do your research!
Best practice advocacy: diversify
One of the best strategies for advocacy is to engage with a diverse range of parliamentarians consistently, not only when they rise to prominence. Reach out, invite them to community events, and build relationships with candidates early on.
Your advocacy should be about creating a consistent message that can be repeated by multiple stakeholders, not just one individual. This gives your campaign staying power, regardless of who holds the ministerial position.
With the federal election on the horizon, political dynamics are in flux. New faces will emerge, and existing MPs might lose their seats or face reshuffles. One only needs to case their mind back to the 2022 election, where Treasurer Josh Frydenberg, one of the most influential figures in Australian politics, lost his seat, or in 2007 when John Howard, the Prime Minister, lost to Maxine McKew. This is a stark reminder of the risks of focusing on a single political figure.
