Government Engagement 102
It’s about this time that staff at Australia’s for purpose organisations start thinking about the new year that’s fast approaching.
Everyone gathers around a whiteboard or conference table and examines what the organisation is doing well and what’s needed to make a bigger impact.
The conclusion: We’re making a difference, but more is needed.
That’s the part many organisations struggle with. They already know political engagement is needed to take that extra step and secure those policy wins or win more contracts to extend their services.
Others are sitting in offices carrying out the same exercise and not everyone is going to be able to get the support they need. Some will just hope for the best – but hope is not strategy.
Government engagement expert and Tanck Co-founder Neil Pharaoh told the For Purpose Alliance November Keynote Series in Sydney the key to successful campaigns is understanding exactly what it involves.
“You must be focused and everyone on the team needs to know what the objectives are,” Neil said.
“From there it’s like any team sport – you need to train well, plan carefully and then execute your plans and be disciplined and organised about it,” he said.
To achieve this, Neil explained to the For Purpose Alliance event what stakeholders need targeting and the information they need to see before they approve any new funding requests.
“I call it the WIFM Effect. WIFM is What’s In It For Me. It’s what drives a lot of our behaviour and politicians and government departments aren’t immune to this. If anything, they are even more inclined to lean into it, so it’s vital you can communicate the benefits to them of working with you,” Neil said.
Those attending the Keynote Series were given examples of successful campaigns and what made them winners.
“A successful campaign needs to be clear about what the outcome you are seeking is. To change policy, change perceptions, obtain more funding, or to influence policy, these are all different objectives that require a different approach,” Neil said.
Part of this is influencer mapping – and these aren’t the sort of influencers you typically see on TikTok and Instagram.
“You need to identify who all the key people are. These are people who might support the change you want to make or can help influence others to get behind the change. Others will be opposed to what you are doing, and they need to carefully be navigated as well,” he said.
Neil said strategy, tactics, frameworks and advocacy are all needed to get cut through and results.
“Good campaigns that land great outcomes for an organisation don’t happen by accident. And as well-meaning as political stakeholders are, they need to know what is in it for them. It’s up to each organisation to have those answers ready and to advocate strongly for the outcome they’re seeking,” he said.
