Know Your Audience

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Know Your Audience

• Presented by
• Dr. Stuart Thomson
• Public Affairs Consultant

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Audiences vary

• government relations
• reputation management
• issue management
• crisis management
• campaigning and political PR
• stakeholder relations

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The myths

• only high profile campaigns get results
• its who you know that matters most
• politicians have the most influence
• you always have to start at the top
• it is all about money

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The political process
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Audiences

• who are the audiences?
• politicians
• civil servants
• advisers
• regulators
• what does the influence map look like?
• whos the key decision maker?
• who influences him or her?
• who influences them?
• what can they do?

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Administrative, policy or political change?

• Needed for
• legislative change
• major policy concerns
• matters which may lead to significant public
  comment
• matters involving more than one department
• unresolved conflict between departments

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Not just Westminster.

• Three core audiences
• political
• media
• community
• Important and inseparable

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Understand the structure

• England some are two-tier counties and
  districts
• some are unitary authorities
• in London, GLA, 32 Boroughs and City.
• Scotland 32 unitary authorities.
• Wales 22 unitary authorities.
• Northern Ireland 26 unitary authorities.

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Whats the politics?

• is one party in overall control and, if so, by
  what margin?
• if its a hung council, is there a coalition or
  pact?
• does the governance reflect the political
  balance?
• who serves on the Cabinet and Committees?
• how marginal are the wards?
• any flags of convenience?
• top down or bottom up approach?

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What influences them?

• Track record and previous decisions
• look at previous reports, minutes and agendas
• attend public meetings and test the water
• Process and timing
• public contributions?
• petition rules?
• agenda for the coming year?
• Socio-economic landscape
• prominent local issues?
• economic activity and employment levels?
• significant local development?

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Which governance model?

• directly elected Mayor, plus cabinet of
  councillors appointed by the Mayor
• directly elected Mayor plus a Council Manager
  appointed by the council
• Leader, elected by the council, plus a cabinet of
  councillors selected by the leader or council.
• NB The arrangements may not and need not
  reflect the political balance of the council.

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• Local Communities
• Residents
• Business

Decision

• Politics
• Councillors
• MPs
• RDAs/Assembly
• Government Agencies

• Media
• Local
• Regional
• National
• Trade

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Engagement

• newsletters/fact sheets/letters
• website/email/post
• information hotline
• public meetings
• stakeholder workshops
• focus groups

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Activists

• do not underestimate them
• can be determined
• remember their profile
• they talk to each other and have time
• they too care about the development
• media savvy and IT literate
• they have a human interest angle
• they know the area and the people

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Use of the Internet

• direct access and use of email
• websites
• get the information right
• blogs, You Tube, Facebook and politicians
• US example
• online communities
• long haul campaigning

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When to use the media
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Know Your Audience

• Presented by
• Dr. Stuart Thomson
• Public Affairs Consultant
• T 44 (0)20 7170 0310
• E stuartthomson_at_bdb-law.co.uk

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