Public Affairs in Election Years

Being in the business of Public Affairs in election years is similar to playing chess while the board is moving: You might know the usual rules, but right now they are fundamentally different and constantly changing.

The focus of politicians shifts, the attention of the broader public is redirected, and the media logic changes entirely. In this blog post, we will take a look at the various factors for Public Affairs professionals to keep in mind when an election is approaching; whether the date is known or not.

Focus on the "Good Story"

Election years and especially campaign weeks are not the time to focus on technical arguments or detailed reports. While we at Ulobby always preach data-driven Public Affairs and truly believe that lobbyists can and should be trustworthy partners for politicians, election time is not the time for sharing the deep technical knowledge you have built up to support your cause.

Rather, an approaching election calls for good stories, "winning cases," and media attention. For Public Affairs professionals, this means identifying the narratives that support your cause and help position your interest in the best possible light. You must make your arguments easy to understand and find the angle where they become relevant for a broader public. If you can help a candidate stand out in a positive light or even provide them with a concrete media opportunity, this will be much appreciated - and remembered long after the votes are counted.

Timing is Everything, But Hard to Control

Hitting the right timing is always important in Public Affairs. In election years, you cannot do much to influence the calendar, but you can be acutely aware of the different phases, as each has its own implications for your strategy.

• Pre-campaign: Work to get your key issues into political election programs or position your agenda as a central theme for the coming debate.
• The Campaign: Attention and visibility are key. Focus on helping candidates secure this visibility through your networks, platforms, or relevant information.
• Post-election: The focus shifts immediately to the government platform. This is the window where the foundation for the next four years is laid.

As a result of this, your strategy must be modular. Have "ready-to-go" briefs for the moment the election is called, as the window for influence closes the second the polls open.

Prepare for a New Political Landscape

While no one can predict the result of an election or the ensuing coalition negotiations, particularly in countries like the Nordics where minority governments and multi-party cooperation are the norm, it is always vital to prepare for the expected political landscape.

First, you should make sure between elections to spread your focus across the political spectrum. There are obvious reasons to focus efforts on the party or parties in power, but this is no excuse to neglect the rest of the political spectre. Power shifts, and today’s opposition is, by definition, a potential government-in-waiting.

Second, identify stakeholders who are not elected yet but are likely to be next time. Who are the top candidates across the constituencies? Are there new faces or surprising changes? Getting in contact with candidates before they are elected can be a true competitive advantage. They will remember those who showed interest in their platform before they held a seat. This is also why following youth politics is essential; they are the front-benchers of tomorrow.

Lastly, during the campaign, focus on becoming the ally of relevant candidates. Provide them with "ready-to-use" cases or concrete policy suggestions that they can deploy on the campaign trail.

Managing Political Risks

In election campaigns, things move fast, and news stories can spin out of control within hours. During this time, it is critical to monitor the political risk profile of your organization - especially if you operate in controversial or heavily regulated industries.

Politicians under pressure are often looking for a "villain" to contrast their own platform against. Ensure that your organization does not accidentally become the convenient target of a campaign trail attack by maintaining a low profile on sensitive issues and ensuring all your public-facing data is bulletproof.

Conclusion

Navigating an election year requires a shift from the marathon of long-term policy work to the sprint of tactical communication. By focusing on storytelling, maintaining a broad political network, and understanding the shifting phases of the election cycle, you can ensure that your organization remains relevant regardless of the outcome.

Success in an election year isn't just about who wins the seats - it's about who the winners call first once they take them.