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Government Relations & Advocacy: International PR Session V Liya Djajadisastra

Government relations and advocacy involves influencing public policy decisions through activities like lobbying, coalition building, and political education. It deals with legislative and regulatory bodies to shape laws and regulations in a way that benefits private and public sector organizations. Advocacy aims to influence resource allocation and policy decisions through moral or self-interested means. A government relations model specifically targets authorities and the legislative branch to sway decision making. Government public relations must navigate complex stakeholder groups, manage tacit and explicit knowledge, and work with dominant political and bureaucratic coalitions. Social marketing techniques can be applied to government PR campaigns to change public behaviors, though without a traditional commercial exchange. Credible government PR can improve governance if it facilitates two-way communication and informs rather

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Liya Djajadisastra
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141 views26 pages

Government Relations & Advocacy: International PR Session V Liya Djajadisastra

Government relations and advocacy involves influencing public policy decisions through activities like lobbying, coalition building, and political education. It deals with legislative and regulatory bodies to shape laws and regulations in a way that benefits private and public sector organizations. Advocacy aims to influence resource allocation and policy decisions through moral or self-interested means. A government relations model specifically targets authorities and the legislative branch to sway decision making. Government public relations must navigate complex stakeholder groups, manage tacit and explicit knowledge, and work with dominant political and bureaucratic coalitions. Social marketing techniques can be applied to government PR campaigns to change public behaviors, though without a traditional commercial exchange. Credible government PR can improve governance if it facilitates two-way communication and informs rather

Uploaded by

Liya Djajadisastra
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We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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GOVERNMENT RELATIONS

& ADVOCACY
INTERNATIONAL PR
Session V
Liya Djajadisastra
What is Government Relations
• = Public Affairs
• Done by parties OUTSIDE the government
• = a PR activity that deals with enactment of
legislation, process of advocacy to affect a
public policy decision making process, creation
of political coalitions, direct and indirect
lobbying, political action and political education
activities, communications on political issues
and political support activities
Unique Government Relations Programmes

• Fact finding
• Coalition building
• Direct lobbying
• Grassroot activities (= indirect lobbying)
• Political action committees
• Political education
• Political campaign
Government Relations Model
• Deals mostly with authorities (Pemerintah)
• Includes also the legislative branch (DPR)
• Objective : to influence decision making in
public policies, law and regulations.
• Beneficiaries (=parties benefitting from the
acts) are private sector, organizations and
individuals.
ADVOCACY
• = Active support of an idea or cause etc.;
especially the act of pleading or arguing for
something
• Normally aim to influence public-policy and
resource allocation decisions within political,
economic, and social systems and institutions;
it may be motivated from moral, ethical or
faith principles or simply to protect an asset or
interest.
ADVOCACY FLOW

GOV LEG

LAW/REG
GOVERNMENT RELATIONS OR
GOVERNMENT PUBLIC RELATIONS ?
Case Study in HK-SAR

LINK
GOVERNMENT PUBLIC RELATIONS *)
• Identify the unique features of government
public relations that the body of knowledge in
public relations is missing
• Explain how these features can help advance
the body of knowledge and the practice of PR
• Explore the relationship between public
relations and social marketing and the
benefits of social marketing as a part of good
public relations practice in government
Fraser Likely : Reading @our yahoogroups
UNIQUE FEATURES

• Stakeholder & Publics Complexity


• Tacit to Explicit Knowledge
• Dominant coalitions
Unique Feature:
Stakeholder & Publics Complexity

• The Many Hatted Individual Stakeholder:


shareholder & customer vs.
subject, citizen, client & customer
• The Nervous System:
stakeholder groups vs. policy community /
communities of interest / issue network
• Them Dueling Publics:
them & us vs. them & them and them, them & us
Unique Feature:
Tacit to Explicit Knowledge
• Governance Framework:
government-wide communication policy,
procedures (publishing; spokespersons; etc.)
• Management Framework:
Tiered communication plans, institutionalized
approval processes; performance contracts
• HR Framework:
competency profiles; learning plans; training
programs; retention programs
Unique Feature:
Dominant coalitions
• Political:
executive branch; legislative branch;
• Public Service:
central agencies; department management
• Other Government Departments (OGDs) &
Other Governments:
political level; public service level;
communications community
Social Marketing & Government PR

• Government Product Marketing:


no different from private sector marketing, includes
4Ps/exchange
• Government Service Marketing:
different from private sector marketing, really a public
information campaign, no 4Ps/no exchange
• Government Social/Policy Marketing:
different from private sector marketing, really a research-
based public education behavioral-change program
including regulation and/or legislation, no 4Ps/no exchange
SOCIAL MARKETING : A CASE STUDY
The “Save Cancer-Care!” Campaign

The Assignment

• Successfully oppose massive cuts in Medicare


reimbursements for cancer treatments, contained in the
Medicare Drug Benefit legislation.
• Completely re-frame the debate: from “oncologists benefit
from large drug over-reimbursements,” to “patients’ access
to community cancer care will be undermined…”
The “Save Cancer-Care!” Campaign

Strategies:
• Work closely with leading cancer policy organizations and
cancer survivors, to empower their front-line advocacy on
the issue
• Identify the 10 states most affected by the proposed cuts
and tailor media outreach to them
• Hold local events in targeted media markets focused around
“local cancer treatment centers threatened by the cuts”
• Target the editorial page – which members of Congress are
attentive to particularly at this point in the election cycle
The “Save Cancer-Care!” Campaign
Activities:
• Built www.savercancercare.org, for hosting by the National Coalition for
Cancer Survivorship.
• Prepared op-eds and floor remarks for more than a dozen members of
Congress
• Produced and placed print advertising in key markets, inside the Beltway
• Conducted media outreach in “waves” : most-affected states; member-sign-
on letter; public opinion poll
• Coordinated Capitol Hill rally of 1,000+ patients and providers
• Produced two VNRs featuring patients, providers with distribution in key
markets
• Conducted “political family” grasstops against key Congressional targets
• Developed advocacy mailer/petition for 100 cancer clinics
The “Save Cancer-Care!” Campaign
They’re hearing…caring…agreeing…
• 53 senators on record against the cuts
• 172 Representatives on record against the cuts
• Favorable editorials in 17 newspapers nationwide
• 100+ favorable media placements in less than 2 months
• More than 15 op-eds placed
• More than 30 patient/doctor radio interviews
• TV stories and VNR pickup nationwide
• Thousands of petition signatures through cancer community
Web site
Concluding Thoughts
• PR-support strategies today the norm
• An art and a science
• State-to-state synergies really do exist
Other views on Government PR
• Government public relations have a bad reputation.
• Government public relations mean different things to
different people :
- Media view PR as spin—a dark force they must
guard against
- The public equate it with self-serving
publicity stunts, crass image-making and
even outright deception
- Public administrators loathe the term and try to
distance their communication work from PR
Suggested Solutions
• Media remain critical to the success of any
government public relations effort, particularly
during times of crisis
• Government PR to bypass reporters by using the
Internet and e-reporting directly to citizens on
websites, through email and via other digital
technology.
• Credible public relations techniques will improve the
public’s relationship with government, resulting in a
healthier democracy
Conclusions
• Government PR are increasingly strategic, meaning
they must meet the stated goals of the organization,
in this case the goals of the government.
• Much government PR involves informing the public
and being informed by the public— a legitimate and
important two-way conversation.
• It can be pro-active; in other words, it can work to
create a public opinion environment that is friendly
to the government’s policies or actions
Learning Government PR from a Pro

LINK
THANK YOU

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