Hallam: Everybody has their list of ‘asks’ – the trick’s to strike before the dealing’s done
All the state peak bodies, lobbyists, including councils, line up to push their agendas influence over the election outcome – but have some left it too late or missed their mark. Greg Hallam looks at who made the cut.
Whilst third party advertising programs are obvious to those of us who consume political media, what’s no clear are all the other practices employed by those interests who seek to influence political parties and their policies. Welcome to the shadow lands and labyrinth of political persuasion.
As a practitioner in the “dark arts“ of political or policy influence for 29 years as CEO of the Local Government Association of Queensland (LGAQ) until the end of 2021, I can hand on heart say, that the progress and sophistication of the practice of pitching to the major political parties, indeed all the parties, has grown exponentially during that time.
It’s not a mug’s game these days, there is a degree of elan and adroitness .
I gave up counting the number of peak bodies making submissions for this year’s election at 34, and a dozen of those running mainstream or social media campaigns in support of their “asks“.
Everyone from the farmers, miners,teachers, business bodies, a poultice of health-related bodies including doctors, nurses, dentists etc, engineers, environmental organisations, Master Builders, Property Council and REIQ, and, of course, the Unions.
Not to forget my alma mater the LGAQ , regional grouping of councils and some individual councils .
I was fortunate to start my career in Canberra in the early 80s so was exposed to the best practice persuasion methods of the day.
Followed by a stint as Deputy CEO at Townsville City Council where then Mayor Tony Mooney was a master in advocacy for that community (as an aside, Wayne Goss described us as two gunslingers from the North).
My education was rounded out by a two-week stint at George Washington University in 2002 where I attended an “intensive” on political campaign management delivered by Washington’s best, which was also attended by the current Liberal Federal Campaign Director Brian Loughnane.
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I was fortunate to have a degree of election lobbying success during my career, the most notable being the federal Roads to Recovery program and Works for Queensland initiative in this state.
Cumulatively, those wins were worth billions of dollars to councils. More importantly, they improved quality of life for a host of communities.
For all the “science” of campaigning, the best way I can describe the “art”, is that it’s like playing cards. You only bluff and bluster once at most – never ever overplay your hand.
You have to know what the other side have in their hand, and play to win-strike when the opportunity arises. Finally, remember a six shooter always beats a full house – you can’t achieve the unachievable, ever.
Any lobby group that fronts up for the first time a month out from the election blustering and making demands goes to the back of the line , and it is a long line. It might excite your members, but that’s about all.
The lobbying process starts six to 12 months before an election. You have to get your ducks in a row.
Firstly, it must be important to your constituency.
Secondly, it must resonate with the broader community and be of value to the political party – what’s in it for them.
Thirdly, it must align with the direction the government or opposition wish to pursue.
Fourthly, it’s got to be implementable within the four year term of government. Finally, good policy is good politics.
Cogent, resonant and timely are the keys words.
Bodies like the LGAQ, and they’re not the only one, always have solid independent quantitative and qualitative research to support their election requests.
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They also regularly use external economic, technical and legal advice to back up their arguments.
Finally , they “socialise” their initial list with relevant Ministers, Shadow Ministers, Party Secretaries, Campaign Directors, even the top political journalists well before an election.
As I say, at least six months, probably earlier, even at the time of the previous state budget, so you are in their consciousness.
It’s backed up by attendance at Party Annual Conferences and keynote events. Vomit principle, keep saying it. Never miss a chance.
The older I get the more I think that TV advertising by Peak Bodies in the run up to, or during elections is a waste of money.
There is a plethora of TV ads out there, it’s too extensive, too late and a blunderbuss – you spray the messaging and money around.
You need a scalpel, not plastering the electorate, some who will detest you, to make an impression – especially the cohorts you’re chasing.
That’s social media – Facebook, Instagram, X, Tik Tok and other platforms. It’s very targetable, much cheaper and you can change up your messaging a few times a week, depending upon what your tracking polling is telling you.
Leverage is a key. Each of the parties have one or two designated senior campaign operatives who manage the truck loads of submissions, normally in the Premier’s or Opposition Leader’s office. They are the interface for the lobby groups.
Those hardened campaigners don’t play their hand early, they certainly don’t blink , especially if their party is comfortably in front. The better Peaks and other lobbyists check in with those folks weekly during in the run-up to and during the election proper to see how they are tracking.
The tighter it gets, and as the proximity to the actual election looms, the screws tighten. If one side of politics bites you are on the runway, and makes it hard for the the other major party to ignore your requests, mostly.
The minor parties will, of course, agree to most requests so they appear favourably on Peak Body Election Scorecards.
This election I’ve been taken back by the work of Victims of Crime, in simpatico with the Opposition, (playing a very strong hand admittedly) and Moreton Bay City Council who have produced a very cogent and politically important campaign “Moreton Bay Matters “on how on a per capita basis their council is the poor cousin in the SEQ region.”
It could be telling with a number of Labor marginals within that councils boundaries, not to mention the sitting Premier. I can’t forget the LGAQ, who are right on the money with their request for more Disaster Mitigation money. It was, after all, a David Crisafulli staple , when he was Minister for Disaster Recovery in the Newman Government .
So there you have it, an insight into pre-election posturing by the serious players, and not so serious . My sense is that the dealing is already done a month out from polling day.
