Fronting up to the new Frontbench

It’s been a big month in Canberra for parliament’s newbies, with 46 fresh faces making their way to the nation’s capital for the first time. Snippets of poignant, stirring first speeches have peppered our newsfeeds, as Australia welcomes its most diverse and representative crop of MPs and senators ever.

But while pundits and advocates alike try to figure out what makes the new pollies tick, there’s another cohort of first timers that are worth considering as NFPs jostle for attention and bandwidth over the coming months – our new frontbenchers – some of whom have been in parliament for less than five years.

Much ink has already been spilled about Labor’s factional machinations and gender quotas, which have rocketed some women to the top of the pile in record time. But what is more interesting for campaigners is how to go about engaging a Minister who is totally new to their portfolio area.

Given newly anointed Ministers Anika Wells and Kristy McBain might be the biggest surprises of all, it’s worthwhile examining their first speeches (delivered in 2019 and 2020 respectively) for hints of what their values might be, or what experiences they’ve had that might offer insights into their priorities over the coming years.

The appointment of McBain as Minister for Regional Development, Territories and Local Government seems like a natural fit. She has lived in regional Australia for most of her life and became the youngest person ever elected to the Bega Valley Shire Council.

Her first speech clearly outlines how her priorities align to this portfolio area: 

“It strikes me how important it is not only to have industry in our regions but also to make sure those workers are fairly represented by unions to make sure those jobs stay in our regions”.

She also explains her motivations for seeking election to the federal parliament:

“They [her children] are the reason I pushed myself to take on this campaign and win, they are the reason I work hard, the reason I want regions to prosper and the reason I will be relentless in pursuing the development of regional Australia”.

On the other hand, the links between Wells and her new ministries of Aged Care and Sport aren’t nearly as clear. 

While her first speech emphasises how deeply motivated by her family and community she is and points to a clear set of values in explicit references to First Nations peoples, climate change and gender equality, there is nothing in her words to indicate any particular interest in the policy areas she now helms. Of course, further research reveals she actually worked in aged care for a brief period during university, as did her mother for more than 10 years.  

For many, this appointment may be seen as simply a reward for performance or an opportunity to rebalance gender and factional quotas, rather than an expression of expertise.  

But it is the absence of these references that points to a fabulous opportunity for advocates – the chance to influence someone with no background in a policy area at all, no preconceived ideas about what positive outcomes could look like, no existing agendas or strategies.

For those working in the gambling reform space for example, this is a wonderful opening to engage the newly minted Minister on the pervasive and insidious levels of gambling advertising in sport and its impacts on children.

Those advocating for aged care reform will likely get a strong hearing in support of aged care workers, given her background as a workers’ compensation lawyer and personal links to the sector.  

It’s a prime example of how what isn’t in a politician’s first speech can be just as important as what is, and how vital it is to really take the time to think deeply about where you and your organisation can identify and connect with parliamentarians on a personal, experiential or values-based level.

In fact, in this first, crucial, 100 days of the new parliament, deep diving into a politician’s first speech can serve as an important datapoint in your advocacy strategy and a key step in achieving your goals.

Ultimately, it could mean the difference between making progress in your policy area in the coming term or not.

If that sounds too much like throwing another ball in the air when you’re already juggling a full complement, don’t despair! We can help. Impact Collective is analysing the first speeches of all 47 new parliamentarians to boost the political intelligence of NGOs wanting to make a big impact.

Make sure you don’t get left behind and get in touch today.