Managing Delivery

Abstract

Political marketing in power is different to marketing to get into power. Firstly, political marketing by parties in opposition can only ever be hypothetical to a degree, whereas in government everything changes: the product has to become a reality and be delivered. Secondly, while many aspects of political marketing are used in politics regardless of whether a politician or party is in opposition or in power, once elected, the nature of government impacts on strategy. This chapter will discuss the importance of delivery, pre-election delivery, delivery strategy, making delivery happen, managing failures in delivery, communicating delivery and public evaluation of delivery.

I never have a conversation with a government now when they are not worrying about how to improve delivery.

—Barber (2007)

Nowadays an effective politician is someone who is good at getting stuff done, and also good at making sure people know that they’re getting stuff done.

—Clelland-Stokes (2009)

It’s important to keep the language of delivery in the mindset of the politicians and their staff.

—Keneally (2008)