By Phoebe Netto, founder of Pure Public Relations
The upcoming Voice to Parliament is a significant step towards acknowledging the historical injustices experienced by Indigenous people and ensuring their representation in the Australian political system. However, as the government is beginning to realise, it is not enough to have a good idea – it needs to be communicated effectively to the public.
In any referendum, the substance and detail of the proposed change matters just as much as the public relations strategy used to promote it. Getting the PR strategy right is essential to ensure that people are committed to the decision and feel compelled to have an opinion.
The success of the referendum will depend almost entirely on the government’s ability to craft a clear and convincing message that appeals to people’s emotions and values while addressing any concerns they may have.
Lessons from Brexit
Although incredibly different campaigns and issues, Brexit is a prime example of how effective PR can have a huge impact on the outcome of a referendum. The Leave campaign’s message was simple and clear, appealing to people’s emotions and fears about immigration and the loss of British sovereignty.
On the other hand, the Remain campaign was mired in technicalities and details, failing to effectively communicate the benefits of staying in the EU. This lack of clarity and a compelling message resulted in a loss for the Remain campaign.
No matter which camp you sit in, there’s no denying that Brexit provided some important lessons, ones that Australia must learn from. The government needs to focus on crafting a clear and compelling message that appeals to people’s emotions and values, while also addressing any concerns and questions they may have.
The government must also counter the scepticism that exists among the Australian public, who have become accustomed to questioning the government’s underlying motives or even their competence to execute well-intentioned work. It is imperative to communicate effectively with the public to overcome the fear of the unknown that may influence their decision.
The republic referendum
Yet another prime example of the dangers of poor communication comes from our very own backyard, during the 1999 referendum that saw 55% of Australians vote against replacing the British monarch with an Australian president.
One of the primary reasons the republic referendum failed was due to a perceived lack of information and understanding of what the proposed changes would look like in practice. While the concept of an Australian republic had broad support, the public was uncertain about the details, including what the new head of state’s role would be, how they would be appointed or elected, and what their powers would be. There was simply too much ambiguity, to bring enough people along the journey.
The failure of the referendum highlighted the importance of effective communication and public relations in a successful campaign. The government failed to effectively communicate the benefits of becoming a republic and address the concerns and questions of the public, leaving voters uncertain about what they were voting for. Sound familiar?
Crafting a communication campaign
To ensure that people have enough information to make an informed decision on the Voice, the government must embark on a comprehensive education and communication campaign to ensure that people have enough information to make informed decisions – and quickly.
The campaign does not have to be expensive, but it needs to be effective. The government needs to explain clearly what the Voice would mean in practice, beyond the legislative change itself. Myths, concerns and criticisms need to be proactively corrected or addressed, such as how broad the remit is, or if there could be legal challenges as disputes arise.
People need to understand the practical day-to-day implications of the proposed change, which could be explained via a website with information, fact sheets, Q&A, short videos, and events where people can ask questions and get answers from experts. The campaign should also include compelling videos that show the impact of the voice on Indigenous representation and what it means for the country as a whole.
The Voice to Parliament referendum is a meaningful step towards reconciliation and justice for Indigenous people. But in order to succeed, the government needs to ensure that people have enough information to make an informed decision. It needs to listen to people’s concerns, address them quickly, and provide clear, concise, and compelling information to convince the public of the importance of this historic change.
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Phoebe Netto is the founder of Pure Public Relations, a PR firm started 11 years ago that focuses on outcomes, not output – it’s pure and simple. Pure Public Relations offers media relations, issues management and communication services, and has a reputation for securing excellent media coverage and an impressive track record for issues management.