We hope your calendars are marked, because party conference season is just around the corner.
These few weeks contain information and insights that will shape the next 12 months of politics across the entire country, which makes them crucial for public affairs professionals wanting to engage directly with policymakers, stakeholders, journalists and colleagues.
With so much going on during conference season, from speeches to fringe events and casual chats in the coffee queue or at the bar, it is important to be armed with the best strategy for maximum impact. Our recent masterclass featured advice to prepare for party conference season from Paul Carter, Head of Public Affairs at Anglian Water; Katie Roscoe, Director of UK Public Affairs and Policy at Airbus; and Laura Griffiths, Public Affairs Manager at BRE.
Here are the eleven things you need to get right in order to maximise your party conference season.
1. Book it before it is buzzing
Hotels, trains, venues – it is not just Oasis tickets that can disappear in a blink and leave you hanging or ramp up in price for the latecomers. Plan early to avoid the rush on reservations, especially if you are organising events. That also means making sure you have an idea of your schedule day-to-day and how long you will need to be onsite.
2. Keep your eye on the “why”
Have your motivations in mind at all times and understand what you want to achieve before you go. Networking, influencing policy, gaining visibility around an issue or targeting stakeholders, all these will require different plans and speaking to specific people.
3. Know the who’s who of the what’s what
Conversations with the political A-List are all well and good, but can Starmer and Reeves really do much to help your organisation’s goals? Research key stakeholders in advance to see who is actually poised to help you. And do not neglect those who operate more backstage, they can be of more use than you realise.
4. Work the room, and the corridors, and the breakfast table
Schedule meetings and events, but make sure you leave space for spontaneous chats and unexpected connections. There are far more opportunities to connect than those taking place in the official meeting rooms, and often the unofficial ones are more valuable.
5. Divide and conquer
If you are going with a team, strategise and coordinate. Divide up events, pool notes and resources, and avoid duplication of effort. Decide ahead of time who will be responsible for which topics or stakeholders and operate like a tactical unit.
6. Plan A, Plan B, Plan E-T-C
Rigidity is a fool’s errand when it comes to conference season. Inevitably timings shift at the last minute, speakers drop out or reschedule, venues move, and Wi-Fi is notoriously unreliable right when it matters most. Incorporate contingencies in your planning and remain flexible so that you do not get derailed.
7. Be ruthless with your diary
There is simply too much going on for you to be certain of full coverage. Be realistic about how many meetings and events you can physically and mentally handle per day. If you burn out on day 1, you will never maximise value from day 3. Schedule breaks and do not commit yourself to zigzagging across the city every 20 minutes.
8. Stay energised and organised (and wear practical shoes!)
Keep yourself rested, hydrated and comfortable. Prepare so you can easily keep track of connections and follow ups – spreadsheets, apps or an old-fashioned pen and paper are your best friends. This is a marathon, not a sprint.
9. Follow up or fade away
As labour-intensive as conference season is, it truly is just groundwork. The real impact comes from following up and nurturing relationships. Reference your notes, send thank you emails and keep yourself top of mind to those who matter.
10. Focus on fringe benefits
When you are hosting a fringe event, make sure it is offering something distinctive and appealing to your target audience. Promote it in good time and think about the best audience for you – bigger is not always better, a well-executed small event can be far more effective than a packed room with vague insights.
11. Go beyond the big tickets
The “big three” are certainly important to keep track of, but smaller and devolved-nation conferences can offer unique insights and access to rising influencers or those working on more targeted issues by sector or region.
Final thoughts
Conference season can be a minefield or a goldmine. The more prepared you are, and the more flexible, the more you can deliver enormous value to your organisation.
For more insights and resources on preparing for party conference season, stay tuned for more guides from our team, or to find out the difference having the right political monitoring can make, unlock your free trial of DeHavilland’s platform in time for party conference season.
