Piaras Kelly PR - Public Relations in Ireland

Judging from the latest Sunday Business Post/Red C tracking poll, it’s all to play for when it comes to calling which way the pendulum will swing when Ireland goes to the polls to vote on the Lisbon Treaty.

You’ve got to give it to the anti treaty campaigners for their communications efforts. Despite what some may think of the legitimacy of their claims, they have proved to be highly successful at developing messages for specific voter segments. Targeting segments like the farming community looks like it could pay dividends when it comes to trying to mobilise the general public to get up and vote. And in general, judging from the placards on my way into work this morning, their messaging is simple and succinct.

The main problem with the campaign for the Lisbon Treaty, much like the text of the treaty itself, is that it is slightly obscure. Pro-campaigners seemingly fail to explain why the public should go out and vote yes. Just reading some of Labour’s slogans (subscription required) - “A soul for Europe”, “A Citizens’ Europe”, “Proud to be Irish – Yes to Europe” - and it’s clear why groups like Libertas simply ask voters to read the treaty of the text to see if they can make sense of it.

It would seem to me that the benefits of the Lisbon Treaty mainly revolve around taking a combined approach to issues that affect all member states such as immigration or climate change. These types of issues are tangible in the minds of the voting public, yet pro treaty campaigners get bogged down debating Irish neutrality and our corporate tax rate.

Funnily enough, I was at an event earlier this year that Enda Kenny spoke at, where he highlighted the joined up thinking approach that Europe needs to take and discussed the valuable role Irish business and NGOs need to play to ensure the treaty is passed. Perhaps that’s why I’ve been disappointed by the lack of buoyancy around the pro-treaty campaign thus far.

Simply looking at the issue of climate change, it would seem to me that the Irish public would be willing to accept that a combined effort is required if Europe is to triumph the cause of sustainability. In addition, it would be difficult for groups like Libertas to argue against issues like climate change, given that there is such a positive tide of public opinion around environmental issues.

Slogans like “A soul for Europe”, “A Citizens’ Europe”, “Proud to be Irish – Yes to Europe” are not going to sway my decision. Even off the top of my head, a simple position such as “Together We Can” which could be easily extended to issues like climate change or immigration would help voters focus on the bigger picture.