With the announcement of a snap election on 4 July, we once again find ourselves in the ‘period of pre-election sensitivity’ - it means business as usual stops whilst the politicians set out what they stand for.
And rightly so. It’s important that come election day the political parties have had the time and space to set out their offers, so the public can make an informed choice.
However, this period of heightened sensitivity (which began on 25 May) can be challenging for marketing and comms professionals in the public sector to navigate.
Impartiality is key
The basic principle is that all government departments, public bodies and local authorities must remain impartial, and should not undertake any activity that could call into question their political impartiality, or give rise to criticism that public resources are being used for party political purposes or to influence voters.
In addition, public sector organisations cannot be seen to be competing with the election campaign for the public’s attention.
There’s lots of guidance on the subject. We’ve found some of the most useful to be the Government’s own election guidance for Ministers and civil servants and this guidance specifically for local authorities.
Basically, essential business (to ensure the smooth running of government and core services) is allowed to continue, but pretty much everything else grinds to a halt. Live campaigns are paused, planned campaigns are postponed, consultations are delayed and speaking engagements are pulled. It can be a frustrating time for marketing and comms professionals in the public sector – as your strategic priorities are put on the back burner until the election is over.
But fear not! There is still plenty you can be doing during this period to get ahead.
We’ve pulled together some top tips on how to navigate the pre-election period...