February 11, 2010
Parker and Partners today released Trends 2010, a snapshot of the political and policy landscape, and one or two bold predictions for the next 12 months.
The risks inherent in the Government's media strategy, the rise and rise of Julia Gillard and the possible fate of four the state Labor governments going to the polls are all covered in Parker & Partner's fourth annual public affairs forecast.
Trends 2010 also reads the tea leaves in key Federal policy areas like taxation, health, education, defence, and climate change, as well as the fast-evolving media landscape. As an example, Parker & Partners predicts that the proximity to the Federal election will ensure that the response to the report of the Ken Henry-led review of taxation will be more aspirational than prescriptive.
Parker & Partners is part of Ogilvy Public Relations Worldwide, and was the team behind the much-discussed publication, Lobbying Kevin07. The booklet is an invaluable resource for organisations that interact with governments, oppositions, minor parties and bureaucracies in a year when politicians will be fighting for votes and business backing.
"With five elections between now and March 2011 the political landscape has never been more interesting or more competitive," said Sarah Cruickshank, P&P Joint Managing Director.
"As always, most of the political attention will be on Canberra, with the Rudd Government seeking its second term in Government.
"We believe the most likely timing for the Federal election will be in the spring. Although the potential for an earlier double dissolution election is still a strong possibility should the Government's legislative agenda continue to face roadblocks in the Senate."
This year's Trends includes for the first time findings from a wide-ranging poll What's keeping Australians up at night?, conducted late last year by Ogilvy Illumination, Ogilvy Public Relations' new dedicated research firm.
What's keeping Australians up at night? results covered in Trends include:
· 39 per cent of respondents felt they were financially worse off than 12 months earlier, while 18 per cent actually felt they were better off;
· 29 per cent of respondents expect to be financially better off in the next 12 months, while 19 per cent thought they would be worse off in a year;
· Those over 60 are less likely to feel under financial pressure, while generations X and Y are more likely to be feeling the pinch (29 per cent compared to 39 per cent);
· Voter concern about so-called broken promises also splits along generational lines, with 67 per cent of those aged over 50 saying they are highly concerned about this issue compared to just 38 per cent of those aged under 40.
"A modern public affairs environment requires more than just access to ministers and their advisers," said Greg Sam, P&P Joint Managing Director and Ogilvy Illumination Senior Counsel.
"Testing concepts and attitudes, researching community and stakeholder views, and having a deep understanding of how an issue is likely to play out based on proven methodologies are now must-haves for any sophisticated public affairs effort.
"The findings from What's keeping Australians up at night? make for fascinating reading as they provide a great snapshot of community attitudes on issues respondents themselves identified as important to them and their families.
"The research has already been presented to some of Australia's leading companies and political organisations, and we're delighted to be able to share it more widely via Trends."
Check out the P&P 2010 Trends Report HERE