Expert says Swiss cabinet hopefuls need alliances and stamina

Eight candidates are seeking to succeed Swiss People’s Party (SVP) Federal Councillor Guy Parmelin, and an election campaign expert says they will need to build support across parliament. In an interview with SRF, communications expert Stefan Batzli said candidates must distinguish themselves, cultivate allies and sustain their efforts over the coming weeks.

The SVP parliamentary group is due to nominate two or three candidates at the end of November for the Federal Assembly’s election on December 9. Batzli, who led Beat Jans’s campaign for election to the Federal Council, said the contest has two stages: candidates must first win the trust of their party colleagues, then persuade the wider parliament that they can govern collegially and put party interests aside when necessary.

Candidates should focus on their strengths and what sets them apart, Batzli said. He also advised them to prepare for scrutiny of their personal histories, avoid attacking rivals and continue performing in any public office they currently hold.

Media strategy should support a clear and consistent public image, he said, while candidates remember that parliament, not television viewers, chooses the members of the Federal Council. Public messaging can still affect the mood among lawmakers.

Winning support also depends on personal contact. Candidates should speak directly with as many members of the Federal Assembly as possible and build a network of supporters across party groups, Batzli said. With 246 parliamentarians, reaching everyone directly is not realistic. Those who lack existing parliamentary connections may need to make extra effort to establish them.

Batzli summed up his advice as knowing and consistently communicating one’s political identity, securing supporters first within the party and then in parliament, maintaining strict discipline and showing stamina. “A Federal Council election is not a sprint, but a marathon,” he said.