5 tips to make your mark this Federal Budget (with examples)

As the 2024 Australian Federal Budget announcement approaches, public relations professionals face a unique opportunity to maximise media coverage and articulate their organisation's policy positions. This high-profile event demands a well-orchestrated PR strategy. Here are five tips to ensure your communications stand out in a crowded media landscape.

1. Timing Your Communications

Pre-Budget Outreach

The pre-budget phase is crucial for shaping public opinion and media narratives. During this time, journalists are eager for insights into what the budget might entail, making it the perfect opportunity for PR professionals to advocate for their positions and influence the broader policy discussion.

• Engage early: Begin engaging with journalists well before Budget day to establish your organisation as a credible source. This early interaction can help ensure your perspectives are part of the initial conversations around the budget.
  
  
• Position as thought leaders: Use this period to position your spokespeople as experts in relevant fields, which can increase the chances of your messages being included in budget predictions and analyses.

Here are some examples of pre-budget outreach:

• Royal Australian College of GPs: Bulk billing rate shows funding gets results, but more needed: RACGP
• ACOSS: Government must act on No. 1 recommendation from expert Committee and lift JobSeeker
• Royal Australian College of GPs: Government’s job not done to help Australians with healthcare costs: RACGP
• Master Builders Australia: Higher density building approvals drop to 12-year low 

“I think one of the opportunities that organisations sometimes overlook is the fact that there are a lot of opportunities to get commentary and to get messages in the media in the lead up to the budget. So in those couple of weeks ahead of time is actually where you can get the biggest impact.”

 

Dr Jane Rennie, General Manager Media and Content - CPA Australia

Reacting to the Budget

Immediate response to the budget announcement is critical. With the media landscape crowded with commentary, your reactions must be swift and well-targeted.

• Prepare in Advance: Have statements and press materials ready to distribute as soon as the budget details are publicised to capitalise on the initial wave of media attention.
  
• Quick Turnaround: Ensure your response is one of the first to reach journalists by releasing your commentary within 24 hours of the announcement. This timing is crucial for securing media coverage.

• Friends of the Earth Melbourne: State budget response: An end to native forest logging a huge win for climate action, clean air, clean water and biodiversity
• Australian Constructors Association: NSW Budget needs $17.3Bn construction opportunity, Industry needs certainty.

2. Knowing and Communicating Your Value Proposition

Understanding what makes your perspective unique and newsworthy is vital. Journalists seek contributions that add depth to their stories, so clearly articulate your value proposition.

• Back your claims: Support your statements with data and research to add credibility and substance to your messages. 
• Tailor your pitch: Customise your communications to align with the sentiment and focus areas of different media outlets. This could mean emphasising certain aspects of the budget's impact depending on the outlet's audience and editorial stance.

3. Effective response strategies

The moment the budget is announced, journalists operate under tight deadlines to publish their stories. Being prepared to provide quick, concise quotes and information can set your organisation apart.

• Availability: Ensure that your spokesperson is readily available to respond to media inquiries immediately following the announcement.
• Concise messaging: Craft your press releases and responses to be direct and to the point. Journalists will appreciate clear and succinct information during the hectic post-announcement period.
  

4. Broadening communication channels

While traditional media remains a powerful tool for reaching wide audiences, consider diversifying your communication strategies.

• Digital platforms: Utilise social media, blogs, and online forums to engage directly with your audience. These platforms allow for more detailed discussions and can complement your media outreach.
• Adapt your message’s format: Ensure the way you approach each new channel is fit for that channel. Create content that can be consumed directly on those channels instead of linking to the same page or press releases or using a blanket approach.

5. Evaluate Media Coverage

Post-announcement, evaluate media coverage to assess the quality and impact of your strategy. Beyond counting hits, focus on these qualitative measures offer a comprehensive assessment of coverage impact, guiding future strategies.

• Sentiment: The overall tone towards your organisation, irrespective of the news item's sentiment. This provides insights into how your organisation is perceived.
• Prominence: How prominently your organisation or its viewpoints are featured in media items. This indicates brand presence and influence.
• Key Message Delivery: Whether key messages have been successfully conveyed in media items, measured as a percentage of total coverage.

The Australian Federal Budget announcement offers a significant platform for organisations to influence public discourse and policy. By strategically timing your communications, understanding their unique value proposition, and utilising diverse communication channels, PR professionals can effectively manage their budget-related communications.