Lobbying when you can’t lobby – or can you? Comment

Over the last few months, Covid-19 has dominated not just the news agenda, but also the political one.

Even just now, politicians are doing their job and if you have a story to tell, tell it, urges Scobie. Picture: Andrew O'Brien.

We are hearing all about a new normal with more meetings and communication being done virtually, but what does all of this mean for influencing politicians and key stakeholders?

The short answer is that influencing is still possible, but how this is done and the messaging used is likely to be different and adapted to our current circumstances.

An early goodwill priority, even in the new normal, should be to connect with your local constituency MSP and MP and, in some circumstances where it might be relevant (say the housebuilding industry) the local ward councillors as well. The common factor is that all these meetings used to always be in person at the clients’ premises (or occasionally Holyrood).

Verbal communication distinguishes humans from other species – and is arguably the most usual function our bodies perform. A face-to-face meeting allows you to read the body language, have “informal asides” and discussions over draft plans of, say, a new property development or proposed policy change.

But, for now and probably a few months yet, that avenue of engagement is likely to remain closed. However, even in our new normal, politicians are doing their job and if you have a story to tell, tell it! Parliament – in Edinburgh and at Westminster – is still functioning, and MSPs/MPs are working generally shorter hours, giving more opportunity to connect.

Remember the Holyrood recess starts late June and July is normally holiday month or constituency tour month for MSPs – though I doubt many will be straying far this summer.

Building relationships

We have consistently highlighted the importance of building up MSP and MP relationships as an integral part of any ongoing communications strategy. If you are doing something of interest, especially if Covid-19-related (we know of one client who has switched from making raw spirit to making alcohol-based hand sanitiser) then tell them.

Hopefully they are following you on Twitter, but if not, a quick email with the words “Constituency News” in the subject line is a good move. Social distancing has had a dramatic impact on all our lives, not least those of us who assist clients with campaigning. The longer this goes on, the longer you can expect to see more activity online and on social media.

Many companies have seen this as a hindrance, but it remains an opportunity to influence via social media. The best influencing is undertaken in an integrated way where this is integrated with PR and social media. Public affairs, PR and social media working together has been a winning combination for clients since we were founded and helped us achieve huge wins with clients like BioCity and HBD on Teca, Aberdeen’s new conference arena and exhibition space.

As we emerge from lockdown, it is so much easier to get an MSP to take your call if he/she has visited your premises or attended an event than to start with a cold call or email. Perceptive can help with that and our webinar a week on Friday, with myself and an MSP, will give you inside tips on how to influence effectively in this unique environment.

Just remember that all-out Holyrood elections are scheduled for next May with dissolution at the end of March 2021. That leaves you barely nine months for engagement (and those retiring can be surprisingly helpful at chasing down ministers) and influencing those all-important party manifestos.

These programmes for government – including opposition parties for the sake of unanimity and consistency – will guide the next Scottish Government though to the mid-2020s and are your most important opportunity to be part of that. Starting to influence sooner rather than later will get you on the radar effectively and increase your chances of long-term positive influence.

Devin Scobie is public affairs director with Perceptive Communicators and will take part in a free webinar on effective political influence as we emerge from lockdown on Friday, 26 June 1-2pm.

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