"There's an old adage in politics that just at the point when you're getting absolutely sick and tired of saying something there's a vague possibility the public is starting to listen."And it's not just big business. Left-leaning groups like GetUp! use startlingly similar tactics to marshal their band of internet fans that will ratchet up in coming weeks. GetUp! spokesperson Rohan Wenn told The Power Index large-scale campaigns, including television commercials, would try to get out the vote and keep a strong voice in the Senate. The group has hit back hard at the miners through its "End Billionaire Welfare" spots and has also taken on the clubs. Labor and the unions are also in the mix -- Kevin Rudd launched a widely derided $38.5 million "classroom" campaign on the merits of the resources super profits tax and the Chaser's Charles Firth produced "This Is The Real Story" on behalf of the Construction, Forestry, Mining and Energy Union (featuring cartoonish mining billionaire Allan Billison) and a follow-up, "Fair Go for Billionaires". To get a sense of how lobbyists are working this year, you only need to look at the NSW Minerals Council's "Land Use Facts" commercial running on Sky News (and elsewhere) in the last few days designed to calm public fears over coal seam gas. The spots were airing just as NSW Premier Barry O'Farrell was getting hung out to dry by his federal Coalition counterparts -- and The Australian newspaper -- over his support for Julia Gillard's Gonski education reforms, the last major political wedge the government has available to it before September. Cue Wednesday's front-page Oz story reporting the heat was also on O'Farrell over an "energy crisis" caused by his granting of an exclusion zone around contentious fracking projects. A pincer movement if there ever was one. RMIT communications professor and PR veteran Noel Turnbull says that while public support on issues like the mining tax vacillated, the more salient impact is to add to the perception of a minority government under siege, with the connivance of certain sections of the media creating a multiplier effect. The real aim is to drum up fear. "It was the broader public relations campaign and the broader support in sections of the media that really made the difference," Turnbull told The Power Index. "You can't be rational about fear, because people are frightened about all sorts of things ... It's like people being frightened of the dark; their imagination takes over. The more the fear grows the more people respond to it. " Without media and PR collaboration, corporate campaigns can be thoroughly ineffective -- the hundreds of millions dollars spent by the Koch brothers in last year's US presidential race had next to no effect. "There is very little clear evidence that these campaigns are decisive. The most successful campaigns are the ones that tend to be run long term outside the election campaign. There's an old adage in politics that just at the point when you're getting absolutely sick and tired of saying something there's a vague possibility the public is starting to listen," said Turnbull. Of course, the peak bodies aren't just involved in pointy-end campaigns around election time. Over 600 individual lobbyists working for 293 separate lobbying firms are recorded on the federal government's lobbyist register, and about 4000 undisclosed "in-house" agitators swarm around Capital Hill to get in the ear of politicians and advisers. All of the major corporate lobbyists contacted by The Power Index either declined to comment or failed to respond to questions over strategy this time round -- Minerals Council spinner and former John Howard adviser Ben Mitchell issued a blunt "pass", while Clubs Australia, which arguably scared the government into drafting Slipper as speaker to jettison Andrew Wilkie, declined to comment because they "don't have plans" to undertake pre-election advertising. The Financial Services Council also stayed mum. Still, with 15 weeks to polling day, only a fool would rule the lobbyist threat out, especially in the unlikely event Julia Gillard manages to recapture the public's imagination by forging a popular front against the private interests her deputy famously damned in his Monthly essay as inimical to the general will.
The Power Index: election deciders, corporate lobbyists at #5
Government not spruiking your particular corporate interest enough? No worries -- just take to the airwaves yourself with a relatively small ad buy, as these special interests have done, and you can easily influence policy, win elections and even topple leaders.