PUBLIC RELATIONS PRACTICE

2014 Week 10

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DR KANE HOPKINS

12Lobbying

Government communication

GOVERNMENT COMMUNICATION

Public sector organisations in NZ

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• Crown Law Office

The public sector communications function

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• With effective communication, greater trust can be built among government, the general public, and the media

• Government communication needs to meet public expectations and be a credible source of information for citizens, particularly in public safety or emergency situations

• Government communication needs to be as good as the best in any sector

Public sector communicationsThe public sector communications function enables: • The effective flow of information and ideas between

an agency and its internal and external publics • To facilitate participation, service delivery, and

informed decision-making • To build accountability and trust in government

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Public sector communicationsThis is achieved by: • developing, delivering and evaluating public

agency communications based on good practice communications techniques, supported by the principles of integrity and neutrality of the public service

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Participation• Public sector communication is a service for citizens.

The guiding principle is openness • Effective public sector communication is a dialogue,

engaging with individual and communities at all levels and helping them voice their views and opinions

• Agencies should be credible, efficient and prompt disseminators of authoritative information. They should answer questions accurately, honestly, and completely

• A clear and positive (not misleading) presentation of government policies and achievements is important in maintaining the trust and confidence of the public

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Informed decision-making and service design• Good communication is essential for effective

consultation and engagement, informing policy-making and service design, and ultimately leading to better policy and services.

• Communicating clearly and credibly in a co-ordinated way enables citizens to make decisions, particularly in a public safety or emergency situation.

• Agencies therefore need close integration of the policy development, service delivery, and communications functions. Communication is a core part of the process of policy and service development and is critical to effective management of public safety or emergency situations

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Accountability• Citizens can judge the quality of decisions and the

delivery of services that affect their lives using information given by government

• Agencies must be accountable for what they do, be prepared to explain and defend decisions, and also to admit mistakes

• Agencies should develop communications strategies that link communication explicitly to the achievement of their outcomes

• Political neutrality is a cornerstone of public sector communications

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4 CommuniCations FunCtion Review 2010 – Final Report

Not a communications/client information/community

engagement role

Communications role

Communications Support role

Client Information Services role

Community or Stakeholders Engagement role

Not a communications/client information/community

engagement role

YES

NO

NO

NO

NO

NO

NO

NO

DETERMINING hOw TO DESIGNATE A ROLE

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YES

YES

YES

YES

YES

YES

Does the role mainly involve producing or delivering information, or seek to engage stakeholders?

Does the role mainly involve producing content for, or liaising with, the media?

Does the role mainly involve producing or delivering information to staff?

Does the role mainly involve any combination of:public relations planning and risk management• reputation, brand or image management• speech writing• writing and design of publications, web or other channels • that explain the Ministry’s role, support its reputationproviding general information to the public or mass • audiences?

Does the role mainly involve:design or production of publications• technical development or maintenance websites• maintenance of contact databases• production of static images, video or audio?•

Does the role primarily involve production or delivery of information that is directed towards individual clients to inform them about, or help to access, an entitlement, service or product?

Does the role primarily involve face-to-face contact with individuals or small groups of people who partner with the Ministry to deliver services or policy outcomes, or whose direct involvement is otherwise necessary to the delivery of a Ministry's output?

Does the role primarily involve engagement with community organisations or seek to involve groups of people directly in services or the policy development process?

LOBBYING

LobbyingDefinition: The practice of trying to influence government decisions, usually done by agents who serve interest groups

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Poindexter says:!There is a ‘how to lobby an MP’ guide on Stream.

Lobbyists• A lobbyist is any person, company or

organisation, or their employee, who conducts lobbying activities on behalf of a third party client

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Clients• Lobbyists' clients are individuals, associations,

organisations or businesses who have engaged the lobbyist to make representations to government representatives

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Government representatives • A minister • An associate minister • Members of parliament • A person employed or engaged by a minister • Staff and management within the State Service

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Regulating lobbyists• Lobbying of both the executive and the

legislature in Canada and the United States is regulated by longstanding laws

• Australia has reintroduced a code of conduct for lobbying

• Both Houses of the French Parliament have introduced rules for lobbyists

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Lobbying activities• Lobbying activities comprise oral, written or

electronic communications with a government representative in an effort to influence government decision-making, including: – The making or amendment of legislation – The development or amendment of a

government policy or programme – The awarding of a government contract or

grant or the allocation of funding

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Big business• In 2011, the financial industry United States

spent over $100 million to lobby lawmakers about lending, trading and debit card fees

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Amnesty's advocacy team• Informs and influences the New Zealand

government to advance Amnesty's aims, research and recommendations. 

• Informs and influences foreign governments, both directly and through their New Zealand embassies, about Amnesty’s concerns and recommendations for the countries they represent.

• Works with Amnesty members and members of the public to lobby both national and international decision-makers to ensure human rights are upheld.

Source: www.amnesty.org.nz 23

Lobbying disclosure bill• The bill seeks to bring a measure of transparency

and public disclosure around the lobbying activity directed at members of Parliament and their staff, and in so doing to enhance trust in the integrity and impartiality of democracy and political decision making.

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