Originally published 20 December 2005. This article is retained from the tCI archive. Law, policy or practice may have changed since publication.
The theory is pretty unequivocal. You normally go to consultation where there are decisions to be taken, policies to be adopted or programmes to be developed, and where stakeholder views can be expected to exert influence. There are few exceptions to this, but is this one of them?
Try this little test. Switch on Radio 4’s Today programme when you wake up, and estimate how long you have to wait before the word consultation is used. It won’t be very long! Here is proof positive that publishing a consultation exercise works as an agenda-setting device, far more potent than the press release!
The Government has clearly found this to be useful, and regularly uses such exercises to fly some policy kite or other; if the purpose is to stimulate debate, it undoubtedly works, and many an otherwise-obscure policy area has got the full force of John Humphrys’ forensic attention on more than one occasion. Indeed, a consultation is a Press Officer’s delight, for it offers publicity opportunities at its announcement, when key stakeholders contribute, when the consultation closes and when the feedback is published. As a news story, it automatically replenishes ….wonderful! Leading edge Local Authorities and other public bodies have also been quick to seize upon the promotional angle. One local Police Authority recently circulated its Annual Report to Citizens with a massive banner headline “We want Your Views!” It is obviously possible to convert a consultation into a news story in its own right.
This, however, has many dangers. If repeated, sceptical stakeholders will soon conclude that the consultor is more interested in the headline than in listening to people’s opinions. There has to be a point to the debate, and a clear willingness to be influenced. Artificially spinning a story just to keep up the appearance of public involvement will ultimately prove counter-productive. We need to advise Press Officers that Local Councils heeds advice of citizens … is the better story.
And yet - are there some circumstances where a particular issue has failed to engage the public, and where a professionally run consultation can bring it to a wider audience? Or are there conditions where a consultation can involve a wider range of interests, the hard-to-reach or seldom heard, if accompanied by more effective publicity?
This is an area for careful judgements. The best advice is always to ensure that the consultation is a valid exercise in its own right - and not a contrivance just to achieve rather different objectives.
Trigger points
- Assess your last 10 consultations; were any of them just kite-flying?
- Work closely with Press Offices to ensure they do not use a consultation story inappropriately
- Always agree an effective Consultation Mandate that ensures its fundamental integrity (See the Institute’s Masterclass-style course - Consultation Before & After)
This is the 47th Tuesday Topic; a full list of subjects covered is available for Institute members and is a valuable resource covering so many aspects of consultation and engagement