Guest post: Influencing Coalitions - Learning from the world outside of Westminster

This is the first part of two guest blogs by Alison Goldsworthy. Alison was named as one of PR Week’s 29 under 29 in 2010 for her work as Director of Communications and Events at the Kidney Wales Foundation. She has worked for Leonard Cheshire Disability and is an active Liberal Democrat currently Deputy Chair of the party’s Federal Executive. She is writing in her capacity as Director of Task2, Wales' first campaigns consultancy.

In this post Alison offers tips for working with and influencing coalition governments drawn from the wealth of experience already out there from local councils, Wales, Scotland and wider. 

You would be forgiven for thinking coalitions were some alien beast from the press furore last year as the Conservatives and Liberal Democrats formed the first coalition in Westminster for nearly 80 years. Those of us who work in Scotland, Wales, Internationally or with Local Councils generally looked on with some bewilderment. For its first eight years the Scottish Parliament operated as a coalition between Labour and the Liberal Democrats whilst in Wales the assembly was governed by a Labour – Lib Dem coalition between 2002 -2003 and a Labour – Plaid Coalition 2007 – 2011. Across Europe and in local elections there have been countless examples of coalitions of many hues. Coalitions are not new to the UK, they are just new to Westminster and its adversarial environment.

So based on those experiences of coalition in local councils, Wales and Scotland there are some tips of how to campaign in an environment where coalitions are likely.

Prior to the election

1 Good preparation

Elections are not as predictable as they used to be. This means considering the likelihood of several different outcomes and working to establish relationships with and an understanding of the key players and parties. As with much campaigning, this is best done before the election period, so start scenario planning for years ahead.

2 Thorough research

Appealing to the hearts and philosophy of decision makers is something the sector is well versed in. In a coalition environment this needs to go a step further; show them how it is an important issue to their voters and should be a matter of non compromise. For example, consider some omnibus polling to show which party’s voters most support your position.

This technique was used in the run up to the 2007 Assembly Elections by the Coalition on Charging Cymru (CoC), which campaigned against home care charges for disabled people. Faced with the likelihood of either Plaid Cymru or the Lib Dems being in Government, the CoC commissioned polling to see how important the issue was to those two parties’ voters. They were able to show that whilst the issue mattered to all voters it was especially significant to those minded to vote for Plaid or the Lib Dems. The CoC used this alongside more common techniques of postcard campaigns, reports, letter writing and more to persuade both parties to make fairer home care charges for disabled people part of coalition negotiations. When Plaid went on to form the One Wales Government they were instrumental in introducing a cap on charging of £50/week.

These approaches do come with a note of caution - be careful not to make an issue too divisive between parties likely to be in coalition as it will make it harder for them to reach agreement. 

3 Think carefully about your targets

Traditionally, where electoral outcomes were reasonably obvious, relations and targets could be built with a reasonably small group who could be expected to get elected. With results less certain, make sure you work with candidates from all parties and target them with your campaigning. E campaigning allows great flexibility with this, so alter approaches for each party, in some cases each constituency or even each candidate. For example, emphasising social justice when talking to Labour party candidates or community involvement and the Big Society when engaging Conservatives.

4 Help your activists’ voices be heard

There is now a plethora of guidance available on how to motivate activists and supporters. It is also important to make sure their voice is registered on Election Day. Distributing information and reminders of how to join the electoral register is the first step. Include in this ways that make it easier for some people to vote, i.e by post or proxy. The Electoral Commission are very supportive of moves to get more people on the electoral register and have a considerable amount of material in all formats available to support this.  Whilst charities are rightly restricted from taking endorsing a political party, highlighting candidate’s responses and reminding people to vote on the day will help people make up their mind and vote.

Read part two - exploring working with and influencing coaltion governments both as they are formed and once they are operating.

Alison Goldsworthy was named as one of PR Week’s 29 under 29 in 2010 for her work as Director of Communications and Events at the Kidney Wales Foundation. The Organ Donation campaign she ran there with Freshwater PR scooped two CIPR Cymru Gold awards. Previously, as UK Campaigns Manager at Leonard Cheshire Disability Alison was involved in the attitude changing creaturediscomforts.org campaign that won a prestigious Third Sector award. Alison also helped develop then implement a ground breaking approach to local campaigning, now widely cited as best practice within the sector. An active Liberal Democrat, Alison is Deputy Chair of the party’s Federal Executive.

Alison Goldsworthy