Guest article: Matt Baldwin, Coast
Politics has never been more interesting or precarious.
In a week where the US president damned the BBC and frenzied speculation around what will undoubtedly be a challenging Autumn Budget, all ramped up by increasingly loud opposition, it is all but impossible to ignore.
Add to that a polarised media landscape and it creates opportunity – and hazards – for professional services comms teams. They are used to walking the political line and do it well.
There is, however, a growing conservatism that is shaping media engagement. Anything with a sniff of political risk is being avoided.
Pre-Budget commentaries are toned down or ignored. Chatter around the government’s legislative agenda is muted, and anything connected to President Trump is left well alone.
Politics should, for most firms, be left well alone. Firms need to be apolitical. That should not mean, however, that politics be ignored.
The actions of governments and politicians have a direct impact on the lives and business interests of clients – and a firm’s staff. They need and are looking for guidance and direction on its impact and reassurance.
Here, firms need to recognise that discussions with media on impact are not the same as being political.
Explaining the impact on global mobility following the US government’s changes to H1-B visa fees is not political. So too the impact of changes to the UK tax landscape. Even explaining the law of defamation can be approached in a bipartisan way, although challenging when the BBC is facing a US$5 billion lawsuit.
Embracing political uncertainty and being a guiding light for clients can deliver a reputation advantage.
Here are three ways to help firms navigate politics.
Scenario plan. Explore and understand how a story might play out. Consider the media outlet and the reporter writing the piece. Consider further social media amplification. That might mean stepping away.
Messaging. Understand clearly the points you wish to make and stick to them. In most instances, professional services firms are the ‘expert’ in the room and not the political commentator.
Preparation. Make sure individuals speaking to press are media trained and understand how to control an interview.
The GB News question
With media outlets increasingly clear on their political position (they always were – It’s The Sun Wot Won It), the question we are regularly asked is ‘Should we appear on GB News’? Or the Express or Mail.
There is no simple answer. But before deciding, ask, ‘Is this where our clients are?’ For a banking or corporate finance practice, the answer may be ‘no’. But for disputed wills or tax planning, then quite possibly ‘yes’.
Matt Baldwin is the co-founder of Coast, a media relations consultancy.
