Coalition politics and the end of short-term strategies
10th May 2010
"In recent months we've all been reading about the latest Conservative advisers in the public affairs industry. Consultancies and in-house teams have been demonstrating their readiness for the next government by proudly announcing the number of new Conservatives that have joined them.
The recent election result has undermined this short term focus on the traditional Punch and Judy show of Westminster politics. Flexible coalitions, with shifting priorities mean that for public affairs professionals, simply cosying up to a few ministers and special advisers is now too simple a strategy. Being intimate with the seventeen people who count in government is just not good enough.
Backbench MPs, each with a potentially crucial vote, will see their importance greatly increase in this parliament. They will not allow themselves to be used as rubber stamps but will insist on compromise and horse-trading in exchange for their support. Additionally, select committees may start to show their teeth and exercise more influence as appetite for cross-party cooperation grows.
The public affairs industry must understand these changes and shift their focus from top-down strategies to harness the power of grassroots support. Organisations must translate their agenda into localised issues with fewer ministerial briefings and more constituency campaigns. Greater use of the media (both print and digital) will be central to public affairs campaigns as will a greater focus on civil servants. This will be the parliament of the independently minded local MP. Public affairs professionals must find a way to bring them onside. May 2010 was the New Politics election and it will force a new approach to public affairs. "