Matt Ball, our senior associate, has attended over 20 Labour conferences in his various union roles. Here he’s curated his best advice on how to make the most of conference along with insight and ideas from:
Niall Couper, our new senior associate for media and campaigns and former head of media, PR and supporter communications at Amnesty International
Roberta Fusco, head of influencing at ACEVO who works with chief executives in the voluntary sector
Party conference season is upon us once again. Whether you love it or loathe it, it’s an important opportunity for those working towards social change to have their voices heard by policymakers and decision-makers. This year’s Labour Party conference is particularly significant following so soon after the general election returned Labour to government. There will be thousands in attendance offering a chance to influence not just politicians and party staffers, but also to engage with supporters, funders and those your organisation serves.
Attending conference, however, requires careful consideration. Budget and resources might be tight and the event itself is far from a guaranteed solution to achieving your goals. If you’ve decided to attend, it’s essential to have a clear strategy. Here are some ideas to help you make the most of your presence at Labour Party conference.
1. Mark your target audiences
With a large majority and a stable government likely in place for the next few years, this conference is a golden opportunity to network and make your presence known to key figures in power. Identify the politicians, staffers and journalists you need to engage with, and consider making contact with them before the event and, preferably, fix a place and time to meet.
Sharing new insights and research
If your organisation has new research or a public policy campaign, timing its release around the conference can be a strategic move as it gives you something new to share. But if it’s coverage you’re after, this may not be the right time because the conference itself will dominate. Study the programme, target relevant fringe events and receptions, and prepare to ask questions or make your pitch when the opportunity arises.
Keep it real and prepare for the unexpected
Keep a sense of realism, however, because at such a crowded political event, it’s challenging to be seen or heard. Sometimes it’s the moments you don’t plan that turn out to be the most significant so make sure you’re ready to connect on LinkedIn or have your business cards to hand.
2. Perfect Your Elevator Pitch
Whether exhibiting at a stand, hosting an event or simply attending, having a polished elevator pitch is crucial. You never know when you might find yourself face-to-face with a Secretary of State or Minister, be it in the lift, at a fringe event or in a queue. Taking a stand and hosting fringe events can draw attention but they come at a cost. If these aren’t feasible for your organisation, remember that spontaneous encounters can be just as impactful if you’re prepared.
Questions to ask yourself
Framing your elevator pitch is important too. Who are you likely to talk to? What do they care about? What solutions or ideas can you offer to the policy challenges you know they are facing? Make sure you can answer these questions succinctly and helpfully before you get there.
3. Make the Most of Your Stand
If you have a stand, make sure it’s a memorable one. Don’t underestimate the power of a good freebie for raising awareness. Although the world is yet to be changed by a keep-cup, something unique covered in your brand and/or campaign slogan for people to continue to use after the event can serve as good long-term advertising.
Amplify your presence
Promote your presence on social media and, if possible, distribute leaflets to let people know where to find you. While making sure your name and brand are prominent, decorate your stand creatively and be approachable; don’t hesitate to engage with passersby. The more inviting and entertaining your stand, the more traffic you’ll attract. Make sure you’ve got a way to sign people up – as a supporter, member, donor or to your current campaign.
Stand out and prepare for questions
Remember, your stand is the front of house of your organisation for the entire event – your team need to be well-briefed as the questions they’ll get will be many and varied. You can always take people’s details to follow up with answers later.
4. Stay Ahead of the News Agenda
To make the most of media opportunities, go well-prepared. Understand the conference agenda and have pre-prepared statements ready to go. In the fast-paced media environment of conference season, being even 30 minutes late can mean missing the boat.
Keep yourself online
Ensure you have a computer with Wi-Fi access and all your media contacts easily accessible. Take a powerbank to charge your phone.
Fine-tune your key messages
Media training in advance can also help you land your key messages when the spotlight is on you – and don’t forget to tag people, like and share other people’s posts and use conference hashtags to make sure you’re part of the social media conversation too.
Your preparations will stand you in good stead when the conference arrives and, in part two, we’ll provide some more tips on what to do when you get there.
