On 13 January, over 50 guests enjoyed the inaugural Ignite event for 2010. Our speaker Chuka Umunna, is Labour’s Prospective Parliamentary candidate for Streatham, and shared his views of politics, PR and diversity in an engaging presentation.
Chuka’s motivation to join politics was driven by a belief that, as public affairs practitioners and lobbyists believe, the political arena is a primary vehicle for facilitating effective change.
In what he called a fascinating time in British politics, the level of turnover in parliament expected at the next election represents a challenge and an opportunity for PR professionals. A challenge in identifying key influencers for PROs to push their messages through, and an opportunity for PROs to play a real part in strategically pushing the agenda for their campaigns.
On the topic of pushing diversity and the work of Ignite, Chuka said:
“I think Ignite is a very important network and initiative. Whatever your professional sector, it’s all very well complaining about the lack of diversity, however, you should get up and do something about it if you want to see change. …. and this is what Ignite is all about.”
Chuka shared his top tips for PROs on engaging with MPs and getting their message heard:
Tip #1: Don’t carpet-bomb MPs
Carpet bombing MPs and prospective parliamentary candidates with literature is only effective in making them aware of your existence.
MPs have little time to read and are likely to put it aside.
If you are a new organisation and are trying to raise your profile, then an introduction may be particularly useful. However, if you are an established organisation and you just want to highlight a particular issue, then this method is unlikely to get you the attention you are looking for.
Tip #2: Short, sharp briefings please!
Concise, short briefings are absolutely essential and will probably grab more attention.
Send a maximum of two pages covering the key points they need to know. If more information is needed they will get in touch. Demands on a MP’s time are extreme and even more so for a Parliamentary candidate. It is a full-time job and most candidates will be doing another full-time job to pay living expenses, therefore time is of the essence!
Tip #3: Make it relevant
If you’re trying to promote something, connect with the right people. Go to a particular politician with whom your campaign or organisation is going to resonate. You should ensure that it is relevant either in geographic terms to the area they represent, or relevant to their personal interests. They will more likely support your campaign and want to meet with you.
Tip #4: Think the way a politician thinks
You need to be politically aware and guide your message to suit. Not only should your campaign explain why it is the right thing to do but also explain why there may be a political imperative for them to take action.
For most, being a politician is a mission and not a career. Politicians have an agenda and are trying to change things, therefore you too must strategically align your message with the changes they want to make.
Tip #5: Consider the way you access people
Politicians are surrounded by advisors and assistants to help manage their time because they physically cannot deal with the demand. Therefore it is important to find the best way to access people.
For example, if you want to speak to a chair of a select committee, you can get all the contact details of all MPs and their assistants at www.parliament.uk.
Email the MP and copy in all their assistants. Correspondence for MPs go in to a general account (bear in mind that the MP will get 200-300 emails per day) but the assistants will look out for it. It may be worth calling their offices to alert them of your email and its content.
If you are dealing with government or shadow ministers, special advisors are good people to build relationships with. Special advisors will be more circumspect and formal in the way that they initiate contact. If you can craft your message to clearly point out what is relevant, then you can by-pass a lot of the other hierarchical channels.
Ignite PR 