~ Q&A with David Boot, Chair of CIPR Public Affairs Group ~
Almost 90 per cent of lobbyists and PR professionals think there should be greater transparency in Westminster lobbying, according to a new poll by the Chartered Institute of Public Relations (CIPR). With lobbying practices under the microscope, how can businesses craft a public affairs campaign that’s open, honest and fit for purpose? Martin Deakin Chart.PR, account manager at technical PR agency Stone Junction, asks David Boot Chart.PR (DB), Chair of the CIPR Public Affairs Group.
In July 2023, the UK Government published its long-awaited recommendations for tightening lobbying rules, which include requiring Government departments and senior civil servants to declare more detailed and regular information on lobbying via a single platform.
While industry professionals welcomed the new recommendations, many argue that they didn’t go far enough, with the CIPR lamenting that the measures “fall short” of the wider reform that’s needed. For example, there are still no signs of an expanded register that includes in-house as well as consultant lobbyists — leaving something of a transparency blind spot.
In the absence of legislation, businesses must self-regulate their approach to lobbying. This means creating robust public affairs strategies for stakeholder outreach that are attentive to the ethical frameworks that do exist. For example, businesses can sign up to the CIPR’s voluntary UK Lobbying Register, which provides the public with a channel to complain about registered lobbyists.
How do you think public attitudes towards lobbying are changing?
DB: “There’s now greater public awareness and scrutiny of lobbying practices than ever. Mainly, this is because of high-profile scandals, like the Cash for Questions affair in the 1990s. Unfortunately, there’s a danger that people will see these stories and view lobbying as undermining transparent politics — and something to be clamped down on.
“In reality, there’s a lot of good that people don’t see. Government policy and legislation are drawn up by ‘gifted amateurs’ in Whitehall who often lack subject-specific knowledge. Charities, businesses and other industry experts can analyse policy, challenge it and suggest ways to strengthen laws — a function of lobbying that’s often unappreciated.”
Given this public scrutiny of lobbyists, how can businesses plan effective public affairs campaigns?
DB: “First, think about how the influence strategy ties in with the company’s business strategy, and how it will meet the firm’s long-term goals. Also, proactivity is key. In politics, there are many external events to navigate — elections and reshuffles are practically the norm these days!
“Take the time to write and plan out a futureproof strategy that won’t be blown off course, so include contingencies for things like ministerial changes or new governments. Also, think about how the messaging may need to adapt in response to such changes, and what new stakeholders will likely care about. How do their personal values differ from those of other stakeholders? What are their priorities?”
How can businesses manage key stakeholders effectively when running their campaigns?
DB: “It all starts with stakeholder mapping and knowing who to contact. Then, think about what you want to achieve from that relationship, and how you plan to communicate with them. Many communication mediums are available, including face-to-face meetings, organising events and submitting evidence to All-Party Parliamentary Groups (APPGs). Once the relationship is established, some key stakeholders may use instant messaging platforms like WhatsApp to stay in touch, and others may opt for good old-fashioned email.
“Whether you’re working with an MP, Lord or minister, remember that everyone will have different outlooks, views and reasons for joining your campaign. For example, an MP may join your cause because you’re a constituent or because they have a deep-rooted interest in your issue — especially if it taps into more salient topics like sustainability.
“Whoever you’re speaking to, just remember to be clear and upfront about the campaign, what you’re looking to achieve, and what you need from them. A little honesty goes a long way in building stakeholder trust.”
How can businesses start running transparent, effective public affairs campaigns?
DB: “First, they should ask themselves whether they have the in-house expertise to do it. Yes, some firms have large communications teams, but this doesn’t mean public affairs will be easy, especially if comms staff lack lobbying experience.
“If lobbying experience is lacking, work with a public affairs agency that lives and breathes stakeholder outreach — and who knows what information they must submit to public registers. It’s not just lobbying experience, choose a public affairs partner that understands the industry and the regulatory landscape.
“Finally, look for a partner that offers a holistic public affairs service — covering everything from stakeholder analysis and communications strategy planning to media outreach. This will help companies generate noise around their campaigns, boost journalistic relations and increase the chance of capturing politicians’ interest.”
Transparency remains an issue in lobbying — 90 per cent of us in the industry think so anyway, according to the CIPR’s poll. If political lobbying is part of your company’s strategy, you can ensure ethical practise and keep a clear conscience by talking to the professionals. We recommend working with an industry-specific lobbying partner who can integrate public affairs in PR campaigns and help deliver a strong influence strategy.
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