Public Advocacy Campaign Strategy (PACS)

Public Advocacy Campaign Strategy (PACS)

Progress Report

Group Status: Outsider

Group Type: Promotional 

Prepared by

You Lyu  s5028258

Tutor: Dr Paul Williams

Sep, 2018

High Parking Fees in Brisbane

Lobby for Affordable Parking (LAP)

Executive Summary

Lobby for Affordable Parking (LAP) is a promotional group that seeks to pressurize the lawmakers to enact a law that will bring down the cost of parking. The group is comprised of office workers who have limited resources to enforce such a requirement; hence the group considers itself an outsider group. The group comprise of only ten members who are determined to lobby for a legislation that will require city councils should control more than 50% spaces in their respective area of jurisdiction and introduce a standard parking meter rate for both private and   government owned parking spaces, which will see a reduction of parking fees in Brisbane, currently the highest in Australia.  To achieve these objectives, the lobby will use different public relation strategies and engaged different stakeholders to have the legislation enacted,


Aims, Objectives and Limitations


The main aim of this advocacy is to persuade the Queensland Government and Brisbane City Council to repeal the Transport Operations (Road Use Management) Regulation 2009 to regulate parking as follows:

  • That the respective city councils should control more than 50% spaces in their respective area of jurisdiction; and
    • Respectively, the Brisbane City Council to legislate a new car parking regulation that will see it acquire more parking spaces under the hands of the private car parks
  • Introduce a standard parking meter rate for both private and   government owned parking spaces.
    • Respectively, the Brisbane City Council to legislate car parking regulation that caps the hour meter rates for all car parks in the city.


  1. To enlighten the public about the challenge of having a parking fee that is out of reach of most people.
  2. To solicit support from other groups with the same opinion that parking fees in Brisbane should be reduced.
  3. To lobby the minister in charge to move a motion that will lead to legislation lowering parking fees in two ways:
    1. Law requiring the Brisbane City Council to acquire more car parks from private businesses and lower parking fees.
    1. Law lowering charges per hour in all car parks whether private or controlled by Brisbane City Council.  
    1. To create a campaign that will attract the public to become participants in lobbying for reduced parking fee in Brisbane.
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    The following recommendations are made:

    1. The campaign will call on the government to review existing laws on parking that will require Brisbane City council to more than 50% of parking spaces in the city and cap parking meter rates in the city. This message should be emphasized during the campaign and the benefits that residents will get.
    2. Due to the identified constraints, the recommended strategies should be adhered to to ensure that the campaign is not derailed by the constraints.
    3. To ensure the campaign succeed, LAP should be divided into special teams of about 2-3 members and be assigned different roles and hold periodical meetings to check on the progress.


    Kleyn, B. (2018). Brisbane off-street parking is most expensive in the country: study. Retrieved from

    Anderson, S.P. & Palma, A. (2004). The economics of pricing parking. Journal of Urban Economics, 55, 1-20.

    Blanc, Bryan P., “Urban Parking Economics and Land Consumption: A Case Study of New Haven, Connecticut and Cambridge, Massachusetts” (2013). Honors Scholar Theses. 303

    Millard-Ball, A. (2002). Putting on their parking caps. Planning, 16-21

    Cervero, R. (1998). The transit metropolis: a global inquiry. Island Pr.

    Manville, M. & Shoup, D. (2005). Parking, People, and Cities. Journal of Urban Planning and Development,  131(4), 233-245.


    Appendix 1: Media Release

    Media Release

    For Immediate Release

    Lobby for Affordable Parking

    A lobby group calls for new regulations that will lower parking rates in Brisbane City

    A group of office workers in Brisbane City has called on the Queensland State Government to review the Transport Operations (Road Use Management) Regulation 2009  to allow Brisbane City Council acquire more parking spaces and set standard parking rates in the city.

    The new Lobby for Affordable Parking (LAP) will implore the Queensland government, through the Minister for Local Government, Stirling Hinchliffe,  Minister of Trade, Annastacia Palaszczuk, the Attorney General, and Graham Quirk, the Lord Mayor, Brisbane City Council together with Adrian Schrinner, the Chairman of Public and Active Transport, Brisbane City Council to put in place regulations to that effect.

    LAP’s acting chairperson has emphasised that it is unfair for the residnets of Brisbane City to continue paying exaggerated parking rates compared to other cities.

    “Brisbane City has the highest parking rates in the state and the main reason for this is lack of regulations on parking and having more parking spaces under the hands of private operators,” Linda said.

    “It is in the best interest of this group to see that the state government and the city council comes with regulation that will ensure that the council controls more than 50% of the parking spaces and there is a standard parking rate for all parking in the city.”

    “This will ensure that everyone can afford to park within the CBD and will also spur economic activities to revive the city,” Linda Said.


    Media contact: Linda (no)

    Appendix 2: Media Alert

    Lobby for Affordable Parking

    10 October 2018.

    What: Journalists are hereby invited for a peaceful protest that will be held outside the Queensland parliament

    When: 30 October 2018

    Where: Queensland government

    Who: Lobby for Affordable Parking (LAP) an organisation that is seeking to have a regulation controlling parking rates in Brisbane City.

    Appendix 3: Survey

    N= 175

      New Regulation Status Quo Don’t know
    Labour voters 45 10 3
    LNP Voters 56 14 7
    Others 29 9 2

    Appendix 4:  SWOT Analysis

    SWOT Analysis

    Strengths: An issue that concerns all residentsResearch backing the lobbyMedia support Use media release to reach audience  Weaknesses: Seen as a minor issue by the authorizesLimiting “outsider group” perception. The political leaders are still settling to the office hence may not pay attention to the issue.
    Opportunities: Bringing in more stakeholdersCalling on the Brisbane residents to support it through a campaignStart from the council and later the government.   Threats: Local council likely to oppose itBusinesses likely to opposed it