Old advice for new times

Within seven days of the government announcing the final details of its carbon pricing scheme, the ATIA is to run its public information campaign while the parliament considers the legislation.

Running full page ads in the countries major broadsheets and daily's does not come cheap but with the same expertise, time and financial strength ATIA can match the government in convincing key sections of the electorate to an alternate view.

It is clear ATIA is determined to counter punch the government's message to convince the Australian public that the clean energy future package is 'carbon tax pain' for 'no climate gain'.

Another super heavyweight fight also took place over the governments Resource Rent Tax.

This time with a point's decision win going to the Mineral Council of Australia. With $17 million the MCA fought hard, it had deep pockets, access to the latest information technology and a media campaign strategy as sophisticated as the government.

Again it was a fight on equal terms. In a twist of fate, they used the same marketing company (trainer) Labor did to formulate the Kevin 07 campaign; beating the government at its own game.

One of the panellists on the Gruen Transfer, advertising and marketing expert Todd Sampson, has described current government efforts in its public information campaigns as fighting 'an image war with a water gun'.

What then is a reforming government to do?

In The Prince Machiavelli advised: 'Where the dispositions are strong the difficulty cannot be great'.

Recently, on Lateline, former Prime Minister Paul Keating echoed this when he said the best way to deal with powerful interests is from a position of strength. However, in the context of a hung parliament, weak polls and an opposition leader that is running a guerilla-like disinformation campaign, this is easier said than done.

No one denies the Gillard Government faces a challenging set of circumstances. Change and reform is never easy, especially now when vested interests can outspend governments in the information campaign.

Yet, in-depth and substantive conversations are what is needed to bring the public along with its vision for our country's future.

In the fight for the hearts and minds of the voting public, we are in a new paradigm and to have a reform win will take the full 15 rounds. But win the government can, as long as it articulates a strong, substantive vision and follows through with the courage to take the blows while keep punching.

To paraphrase Mohamed Ali, the government must 'float like a butterfly and sting like a bee'.

This is the kind of decisive action celebrated and advised by Machiavelli, where 'Fortuna' is tamed through having the courage to grasp and the intelligence to make the most of opportunities when they arise.