This post first appeared in Anthony Bullick’s Daily Post column.
With new First Minister Vaughan Gething naming his inaugural cabinet, have you considered how adding political engagement to your communications plan can support business goals?
Rejigged portfolios and fresh faces in the majority of hot seats means it’s the ideal time to share what the key issues are in your industry and what you believe should be a priority.
The first step is to analyse the current structure in the Senedd: what are the roles and responsibilities of each minister, and where is the overlap with your organisation.
Think laterally. For example, while the incoming economy minister Jeremy Miles may seem like the only relevant MS, if your company builds homes, new housing minister Julie James should also be on the radar.
In addition, review who your local MS is, both in your personal constituency as well as that of the business.
Most people consider political engagement to be a politician visiting site, as that is most visible to the wider public.
However, there is a myriad of further communications activity to add to the mix for effective results.
At the outset, be clear on your goal, which may be to influence policy changes or to secure funding.
Another important step is understanding where your issue lies: is it under the power of Westminster or devolved to Cardiff?
Writing a letter is still a key tactic. Remember, politicians and their team are time poor and inundated with requests. Set the scene and get to the point quickly, be succinct, use examples and evidence such as stats where possible, and paint the picture of what the future could look like.
Consider the role of media relations in sharing your messaging. Writing press releases and securing interviews to increase brand exposure as editorial places your organisation in front of decision makers.
It also adds credibility with wider stakeholders and boosts your standing on the matter.
In addition, wider public relations activity builds trust in your brand, which plays a vital role in being listened to when your messages land on the desk of a politician.
Political visits happen for a number of reasons such as a key construction milestone including work starting, the official opening of a new facility, or a tour as part of a visit to the region.
If you find yourself welcoming an MS or MP to site, the number one priority is time management and sticking to a timetable.
Politicians have multiple engagements each day and have to leave in order to be punctual for their next appointment.
Avoid spending 75 per cent of the time running through a presentation of your company’s history, and complete a walk-through ahead of the event.
In summary, consistent drip feeding of messaging across multiple channels will ensure your concerns and opinions remain front of mind among the politician(s) you are aiming to liaise with.
It’s important to remember that politicians look for real-life examples, thoughts and perspectives when trying to understand an industry or problem.
Are you positioning yourself as that valuable resource for them to approach?