ONE of the benefits of being a member of the International Public Relations Association (Ipra) is access to its IPRA Thought Leadership (ITL) Essays written by members on the latest trends and developments in the industry. Many of these essays tackle subjects that are relevant and applicable to the practice of public relations (PR) in this country.
The latest such essay is one written by Benjamin Haslem, CEO of Wells Haslem Strategic Public Affairs, on how to have good government relations. There is no question that having good relations with the government helps ensure that companies are able to operate viably and smoothly.
The essay provides helpful tips, which local practitioners would be well-advised to keep in mind, especially those just starting their PR careers.
Don’t pick up a public fight
THE main message in the essay is: “If you want a government to adopt your position then don’t pick up a public fight.” This is sensible advice because the age-old Tammany Hall truism that “you can’t fight City Hall” is true to this day. I assume this advice is predicated on the corporation being a good corporate citizen in the first place, abiding with all the laws of the land and rules and regulations governing their business or industry. Because if the company is not compliant, the government can surely find this out and can turn the tables around with the company likely ending up the loser.
According to the ITL think piece, many companies make the mistake of publicly criticizing, through news releases and public fora, the policies or administrative practices of government which they feel are harmful to their business. They do this on the mistaken notion that they can thereby influence public opinion and bring pressure to bear on the government to accede to the company’s proposal or request.
Cooperation, not confrontation
NOT so, Haslem said. He explains why: “Perhaps seeing how politicians behave to each other leads to thinking that combat is the only effective form of persuasion. It rarely is. Public humiliation isn’t a very good way to change behavior, especially when the target is all-powerful.”
Instead, he advices that a company should “go through the front door and put your case, put it well, put it with respect and understand where the government stands.” It is important, according to Haslem, that the company “present a water-tight case, preferably backed by a rigorously conducted study.” He suggests that, to bolster its case further, the company seek third-party support for its position by asking independent experts to write to key government officials and politicians providing objective analysis on the validity of the concerned company’s proposal.
Credible public profile
THE author further points out that efforts at persuading the government to agree to a company’s request “should be complemented by building a credible public profile.” In my PR practice, we have advised our clients in order to have such a credible profile to show that they are in business not only for profits, but that their their products or services actually help promote the public good and the well-being of the citizenry.
For example, we put together and present data on the number of jobs the client company provides Filipinos, thus, helping ease the country’s unemployment problem to some degree. We also add up the taxes it has been paying, which help augment the government’s revenues and the funds available for infrastructure-building and similar developmental projects.
We also gather information on the company’s community relations projects, like livelihood programs, scholarships and skills training for the youth, as well as on their corporate social responsibility undertakings, such as the promotion of public health care, domestic tourism, greater literacy and other such advocacies, which help achieve the government’s objectives in these areas.
By so doing, the company will be deemed respectable and credible by the government and makes the latter receptive and, hopefully, accede to the company’s proposal, if not in whole, but in part.
11 steps to good government relations
IN his essay, Haslem summed up his campany’s 11 steps to good government relations as follows:
- Operate inside the tent
- Establish rapport
- Build a credible public profile
- Build a water tight case, offer solutions
- Be realistic
- Work within the government’s agenda
- Use evidence not assertions, to back your case
- Public good, not private benefits
- Recruit allies and third-party endorsement
- Present your case professionally
- Say thanks and give some credit
Haslem does not necessarily guarantee that the 11 steps would work in other countries outside of his own since “there are various rules and conventions controlling who gets the ear of power and what they can say.” But he reasons out that “human nature, being what it is, much of the advice we provide clients and which I outline here should translate widely.”
Success can take time
HASLEM also admits that following this model won’t necessarily deliver instant success. “The key thing our team has learned over many years is that government can be likened to a super tanker—it’s slow for turning. You need to put your case consistently and often many times before you realize your objectives.”
I, for one, have seen most, if not all, of the 11 steps prove effective in counselling our clients on their government relations. All that one heeds to do is adapt those steps which one thinks are applicable to the company’s particular situation and the prevailing circumstances and power structure and dynamics obtaining in the country.
All told, however, Haslem’s 11 steps for good government relations, which were based on the results of a comprehensive survey that his company has done, is certainly a valuable contribution to the advancement of PR practice in the vital area of government relations around the world.
PR Matters is a roundtable column by members of the local chapter of the International Public Relations Association, the premier association for senior professionals around the world. Rene Nieva is the Chairman and CEO of Perceptions, Inc.
We are devoting a special column each month to answer the readers’ questions about public relations. Please send your comments and questions to askipraphil@gmail.com.