Considering the 5 Ps of effective lobbying

Parliament Building in Ottawa (Photo by Saffron Blaze, CC BY-SA 3.0)

As demographics and societal priorities change, the big question of “how to most effectively lobby government?” has an ever-evolving answer. The answer to that question is especially relevant in farm and food policy, as decision-makers in government that have a strong understanding of agriculture and how the food system works are increasingly difficult to find.

Prime Minister Justin Trudeau’s mandate letters for the new session of Parliament — the to-do lists for cabinet ministers — have not yet been published, but it is clear from the election campaign and the throne speech that the Liberals aspire to have every policy decision made through the lens of mitigating climate change. The electoral map from this fall’s election also showed a deepening divide between urban and rural, with Conservatives dominating rural areas while more urban ridings voted Liberal.

Given what we know about the government and its priorities, what will it take for messages from the agriculture and food sector to resonate with the decision-makers, specifically the key players in cabinet and the Prime Minister’s Office?

We discussed this topic with one of the busiest agriculture lobbyists in Ottawa on our latest episode of RealAg Politics.

“We’ve got a huge economic story to a tell, a great environmental story to tell, a great trade and feeding the world story to tell, but there are not that many seats where a lot of food is produced,” says Dave Carey, vice president of government and industry relations for the Canadian Canola Growers Association. “How do we bridge those things in a way that is constructive that people want to engage with us? We’ve got to keep going. If we don’t, others are going to tell our story for us.”

While marketing textbooks often refer to the 5 Ps of marketing (product, price, place, promotion and people), Carey suggests there are also five Ps for effective lobbying. Whether you’re engaging your local politician, or representing a farm group in Ottawa, here are the 5 Ps as he anecdotally describes them in the video below:

1) Persistence — Regular communication is critical, says Carey. The squeaky wheel principle definitely has merit. “It’s not a once-a-year fly the board in, have a lobby day, call it quits until next February. It’s about being persistent.”

2) Policy prioritization — When looking at industries and companies that appear to have success while lobbying, such as aerospace, autos, supply-managed sectors, Carey says one thing stands out: they prioritize. “They keep their powder dry except for the most important issues. They’re able to say 1, 2, 3, A, B, C — these are the issues we’re advancing now,” he notes. The message needs to be clear and concise.

3) Partnerships — There are many opportunities for a higher level of collaboration between groups with shared interests, says Carey. He points to the Agriculture Carbon Alliance as an example where sectors within agriculture that don’t often work together — supply-managed and export-oriented — have realized they share the same goals on climate policy. Agriculture and farm groups also need to look at other industries that share the same interests, says Carey.

4) Political realities — “There are certain political realities,” he notes. “This government ran on climate change. This cabinet is doubling down on their climate change priorities. You can rail against and be excluded, or you can have conversations and say we understand this is a priority…how can we meet these mutual goals?” It’s important that anyone lobbying the government understands what’s possible and what’s not going to fly. Your chances of getting a meeting or having an idea considered are significantly higher if what you propose aligns with the government’s priorities and values.

5) Public opinion — Ultimately, the government often makes decisions based on what will help them stay in power. It’s important to have a good handle on how Canadians, especially those deemed as potential voters for the governing party, feel about an issue or idea that’s being pitched, says Carey. While a policy might be supported within the agriculture community, anyone lobbying for it must also consider and try to understand how it’s viewed by the rest of Canadians.

Check out Carey’s explanation of the 5Ps of effective lobbying starting around the 29 minute mark in the latest episode of RealAg Politics:

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