By Julian Lee
PUBLIC affairs and lobbying executives are on standby for what one commentator predicts will be a ‘‘golden age’’ in the new political landscape.
Public affairs companies are expecting an increase in the amount of work as their clients seek to lobby new powerbrokers in Canberra.
While much of the focus in the past was on government ministers and key departmental staff, lobbyists say the emergence of the Greens in the Senate next year, plus the independents in the lower house, means greater opportunities for them.
‘‘I think this is going to be the golden age for public affairs and lobbying,’’ said Chris Savage, chief operating officer of the marketing services company STW Communications, which includes companies such as Parker & Partners, Hawker Britton and Barton Deakin. ‘‘It’s a perfect storm for our sector.
‘‘There’s no doubt that any business that is seeking clarity on government policies affecting their business is now going to have to talk to all sides of politics.
‘‘They are going to need some help.’’
Like everyone else in his field, Daniel Leesong, the chief executive of advertising industry group The Communications Council, is still weighing up what it will mean.
But he is certain about one thing: ‘‘Most definitely it has become more complicated. In any power sharing you have a new set of people to deal with and that does add a new layer of complexity. It can be difficult to get consensus from a wider range of people. That presents its own set of challenges.”
Adam Kilgour, the head of Australia’s largest public affairs consultancy, CPR Communications, said there was always a ‘‘heightened level of activity’’ following an election, and his clients were asking him about the new political landscape.
Of particular interest was how the government’s legislative agenda would be affected by the Greens taking control of the Senate in July. He said ‘‘the real horse trading’’ began when more was known about the seat counts.
Mr Savage said those directly affected by government — such as the services and resource sectors — would be hungry for information. But other sectors, such as tobacco and alcohol, would be turning to lobbyists “to look for more certainty”.
Mr Leesong was waiting to see if the independent MPs posed a threat or an opportunity. It remains to be seen whether they will extract concessions from the government on issues that may hinder marketers.
“Whatever party wins out, they will want to demonstrate they are a safe pair of hands on the economy rather than be socially progressive,” he said.