The political map of Britain continues to shift rapidly following Labour’s landslide victory in the July 2024 General Election. But if this summer marked a new era for Westminster, the weeks since have underscored just how volatile the broader political climate remains. Reform UK’s shock win in the Greater Lincolnshire mayoral race and growing grassroots discontent—even within Labour’s own ranks—highlight a complex and evolving environment for policy engagement.
Public affairs professionals are now operating in a dual reality: a dominant Labour government with a strong mandate for reform, alongside a restless electorate increasingly open to populist alternatives. In this context, strategic engagement with MPs—especially as they navigate their first party conference season in government—is more essential than ever.
This article explores three critical areas to sharpen your engagement strategy this autumn: how to make the most of party conference season, how to maximise MP attendance at your Parliamentary events, and how to approach MPs effectively (and what to avoid) in a post-election political landscape.
- Engaging MPs Around Party Conference Season
Labour’s first party conference as a majority government will be highly choreographed, focused on policy delivery and demonstrating leadership. Fringe events, networking receptions, and policy roundtables will be crowded with NGOs, corporates, unions, and campaigners keen to shape the agenda.
What to do:
- Align with Government Priorities: Labour’s legislative focus—ranging from green energy and industrial strategy to public service reform and constitutional change—should guide your event framing. Position your message around delivery and impact, not abstract reform.
- Secure Relevant Speakers Early: Shadow cabinet members are now ministers and are much more in demand. If you want to include a Parliamentary speaker, aim for rising backbenchers or newly appointed junior ministers aligned with your topic. Their presence still carries weight and they’re more likely to be available.
- Invest in a Strong Ground Presence: Conference engagement isn’t just about formal sessions. Side-line meetings, informal catchups in the bar or exhibition hall, and visible branding can yield as much influence as structured events.
What not to do:
- Don’t try to shoehorn your issue into a fringe without clarity. Policy advisors and MPs alike can see when an event lacks strategic direction.
- Avoid assuming past contacts from opposition days will automatically carry over. Roles, priorities, and gatekeepers have changed.
- Increasing the Chances of MP Attendance at Your Parliamentary Event
MPs are juggling packed diaries, especially with a wave of new members finding their footing post-election. A well-crafted Parliamentary event can be a valuable touchpoint—but only if it’s planned strategically.
What to do:
- Time It Right: Midweek (Tuesday or Wednesday), late afternoon slots (4–6pm) offer the best chance of attendance. Avoid Fridays and Mondays, when MPs are typically in their constituencies.
- Be Crystal Clear on Purpose: What’s the event for? Is it a launch, a listening exercise, or a campaign kick-off? MPs want clarity and to know how their presence will make a difference.
- Personalise Invitations: Where possible, tailor outreach to MPs with a direct constituency or committee interest. Include why the issue matters to them—and ideally, their constituents.
- Leverage Parliamentarians as Hosts: If possible, get an MP to host or sponsor the event. Their involvement can significantly boost turnout, especially if they issue co-branded invitations.
What not to do:
- Avoid generic mass emails. MPs’ offices are inundated with invites. If your ask isn’t personalised or clearly relevant, it won’t be prioritised.
- Don’t ignore follow-ups. One polite, timely nudge can significantly increase the likelihood of a reply.
- Approaching MPs: The Do’s and Don’ts in a New Political Climate
With over 200 new MPs in Parliament and a reshuffled political landscape, public affairs teams need to reassess their engagement approach.
What to do:
- Understand Their Journey: Many new MPs have backgrounds in local government, activism, or trade unions. Acknowledge this and tailor your language accordingly—practical, localised, and people-focused messaging tends to resonate.
- Use the Right Channels: Emails to Parliament inboxes are still the norm, but X (formerly Twitter), LinkedIn, and even direct constituency office contacts can help for initial visibility. If you’re not sure, start through their Westminster office.
- Build Relationships, Not Just Transactions: Avoid the ‘can we have a meeting?’ opener without context. Offer insight, constituency data, or invite them to see your work in action.
What not to do:
- Don’t lead with a hard policy ask without rapport. Build familiarity and trust first—especially with newly elected MPs still navigating the learning curve.
- Avoid partisan assumptions. Even with a Labour majority, backbenchers and regional MPs will differ in priorities. Some may be more cautious, while others will push for bold reform. Know who you’re dealing with.
Reform UK Gains Ground: A New Variable in Stakeholder Engagement
The political temperature shifted again last month as Reform UK won its first major executive role, with Andrea Jenkyns becoming the first elected mayor of Greater Lincolnshire. Her victory—delivered with a commanding 40,000 majority—signals a growing populist foothold in areas long considered Conservative strongholds.
Even more pointedly, the warning issued to Keir Starmer by a veteran Labour mayor to “start listening” underscores internal party tension and dissatisfaction at the grassroots level, despite Labour’s overall majority in Westminster. These developments reflect a rising undercurrent of voter frustration—not just with the Tories, but potentially with establishment politics more broadly.
Implications for Public Affairs Professionals
- Don’t Ignore Reform UK
- While Reform still holds limited Parliamentary power, its growing legitimacy in local and regional structures means you must monitor its influence on policy debates, especially in sectors like immigration, law and order, and infrastructure.
- If your organisation operates in or engages with Greater Lincolnshire, build a relationship map that includes Reform stakeholders. Jenkyns will now have budgetary and strategic authority in areas affecting local businesses, health, and transport.
- Reassess the Labour Landscape
- Starmer’s government is already facing pressure from within to be more responsive and locally engaged. This creates opportunities to present solutions framed through a community impact lens, especially in regions where Labour has underperformed.
- Prepare for More Polarised Debates
- The success of Reform UK in a mayoral contest could embolden its rhetoric nationally, which may shift the tone of Parliamentary and media debates.
- Organisations in regulated sectors or with high public visibility should prepare for increased scrutiny or politicisation, particularly around topics such as Net Zero, DEI (Diversity, Equity and Inclusion), and refugee policy.