Look around right now and politicians seem to be everywhere. They can be spotted at every sporting occasion, book fair and fundraiser. That can only mean one thing — an election is in the offing.
The timing of the next general election is still, at the time of writing, the great mystery of Irish politics. But at most it is just five short months away.
The uncertainty around its timing means that candidates of all hues will not be resting on their laurels. The campaign trail was already well-trodden by late August as the traditional silly season subsided.
Over the next few months, with increasing frequency and intensity, politicians young and old will be traversing communities in search of votes. They’ll be knocking on doors, standing at rail stations and guess what? They’ll be in pharmacies too.
The campaign process gives an opportunity for ‘ordinary people’ across the country to shape the thinking of those in the next Dáil, including those who will make up the next government.
All IPU Review readers will know that there is huge ambition to expand the services community pharmacies provide to patients. There are concrete proposals to realise this goal. And finally, there is some political action moving towards delivery — albeit slower than the profession would like. Similarly, there will not be any reader unaware of the funding challenges the sector faces.
It is important that politicians hear about these opportunities and challenges. Because if they don’t, they simply won’t do anything about it.
The best placed individuals to convey this message to politicians are those within their communities. With 1,900 community pharmacies, located in every constituency in the country, there is more than enough opportunity to send a clear message to every political candidate about what community pharmacy needs to flourish.
But how?
Whether you are a large multinational, professional lobbyist, community action group or indeed a local pharmacy, the elements of an impactful lobbying campaign are the same.
“It is important that politicians hear about these opportunities and challenges. Because if they don’t, they simply won’t do anything about it.”
The first thing to consider, when embarking on any lobbying effort, is to understand what do politicians want? The answer is simple, votes.
This may sound cynical, but it’s not meant that way. Most political figures are upstanding, affable, civic-minded people, who have set aside a previous career to focus on their community and their country. They have views, which may differ from your own, and personalities which might be performative. But at the end of the day, they do want what is best.
However, to deliver any change and to make an impact they need votes. So, when engaging with any politician it is good to remember this.
The other thing politicians love is solutions. Anyone can present problems, but the constituent who comes to the table with a way to fix them is instantly getting listened to. Pharmacy can bring solutions in abundance.
The expansion of pharmacy services offers a great deal to politicians — improved access to healthcare in communities and at lower costs. Delivering this doesn’t only bring pharmacists’ votes, but also has potential to bring a lot more. That is a powerful pitch to a budding candidate.
Many people make the mistake of thinking that the TD, Minister or Councillor, is too busy to speak with them. Trust me, they want nothing more than an interesting conversation with an informed, informative and passionate constituent.
It would also be a mistake to think that just because the IPU has already sent its pitch to the politician, there is no point repeating it. The IPU, on behalf of its member, is in regular contact with the political scene to push pharmacy policies. But it resonates far more coming from a local, on the frontline, conveying their passion.
Think of it this way — the IPU can put the idea light bulb above the head of any politician, but it’s individual pharmacists who can flick the switch and keep it lit.
It is important to know who is running for the Dáil in the next election. This will likely include some current TDs who you may know already, but there will be new faces too. Keep your ear to the ground to find out who that is. Read local newspapers and follow your local councillors and TDs on social media. Closer to the election the main media outlets will likely have online lists of each candidate, with profiles and photos. But it is still a little early for that.
The most important step in lobbying is to know what you are going to say. When deciding this, remember the lesson above about politicians wanting votes (plural).
A strong lobbying message has the following:
It is entirely acceptable to convey your frustration at the pay freeze pharmacists have endured. However, this should be couched in language the promotes the benefits of the expansion.
An effective message could be something like this:
The other challenge is that you will need to be able to say everything you want to say in sixty seconds or less!
After a positive interaction, follow up with an email. The IPU has a range of resources available which provide clear yet detailed information about policy proposals. By forwarding these, you are being helpful in informing the candidate. When they next knock on the door of a pharmacist and can talk more authoritatively, they’ll thank you for it.
After the election, when the votes are counted and you have three, four or five new TDs, send another email. Congratulate them on their election, remind them of what you shared, and tell them you ‘look forward to seeing them implement these plans in the months ahead’.
Today’s political climate can be tense, politicians are unfortunately facing an increased level of inappropriate aggression on the campaign trail.
In your interactions be calm and polite. Don’t get drawn into an argument or a debate as it won’t have any positive impact.
For all pharmacists in Ireland, lobbying while politicians are on the campaign trail should be a positive experience. You have solutions and ideas that the candidates want to hear. Don’t be shy or bashful, speak up proudly and it will give the profession the best chance of seeing more positive change during the 33rd Dáil.
For more information on lobbying, including tools for liaising with candidates, see ipu.ie > News & Publications > Lobbying.
Brian Harrison
Director, MKC Communications
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