Tools and Instruments of Lobbyists Flashcards
Characteristics of a good lobbyist
- Academic background: law, economics, political sciences can be an asset
- Experience in EU institutions
- Good interpersonal skills/diplomacy
- Multilingual/good communication skills
- Interested in research skills/analytical skills
- Discretion
- Interested in politics and power: think politically
- Based in Brussels
- ‘general’ ones: enthusiasm/initiative/ICT knowledge/flexibility
Most common reasons why decision-makers speak with lobbyists
- topic is in field of expertise
- topic is interesting
- lobbyist is transparent, well-prepared
-> lobbying is expert based
Good and bad lobbyist
The budget of lobbying
- lobbying is labour- and high skilled labour intensive
- > expensive, do not start with a too small budget (usually €100,000/lobbyist)
- there is no short-term decision-making in EU
- > reject short-term contract
- set realistic objectives
- empirically: most often the budget is between 10-50k per year per organisation, but higher expenses very possible, too
- > less than 10k budget are a miracle for the Prof. to effectively lobby
Regularly used sources of information
- daily information (e.g. Politico, FT, EuroIntelligence)
- think tanks (e.g. CEPS, Breugel)
- applied research
- official institutions
- official sources (e.g. register of expert groups, press releases)
- people (EU WhoIsWho)
Cultural clusters
Cluster apporach groups countries that share similar cultures together as one cluster
-> e.g. Western, Slavic Orthodox; Anglo, Nordic Europe, Germanic Europe, Latin Europe, Eastern Europe
Legislative monitoring
- providing clients with basic files and updates
- selection and interpretation of relevant information is crucial
- permanent task due to permanent changes/evolvements
-> do not overestimate clients, EU might remain obsure to them
Legislative monitoring:
wide scope vs. focussed monitoring
Outcome of legislative monitoring for a client
Standard report.
Structure:
- company template
- context, key actors, procedure
- impact and position on client
- action needed?
- background information
Levels of confidentiality of information
- public information (informing and influencing the public)
- semi-public information (available if searched for it)
- secret information (‘non-existent’ in Brussels: EU is transparent, information overload, blurred borderline between decision-maker and lobbyist)
- > however: respect for discretion and law is needed!
Sources for gathering information
- internet research
- networking
- EU officials, MEPs (they also rely on lobby expertise)
- experts
-> information generates information: exchange, developing models, puzzle method
Characteristics of networks in Brussels
- mainly personal
- built over many years
- specialists and credible
- keeping network alive
- > “known by everyone” is his field
In the beginning of career, for develping general expertise or as a speaker (raising profile), cocktail parties, conferences, workshops can be uselful.
The European Global Network
‘Selling’ your message: The GaryVee Content Model
Tips for communication (in general)
- keep in mind time constraints of lobbied people
- > be short and to the point
- grasp the attention
- better too easy than too complicated
- clear structure
- be positive, dynamic style, direct style (English: avoid too much passive tenses)
- avoid: jargon, hyperbole
Tips for communication (oral)
- follow media training if needed
- give an overview of the topics you discuss and of the main message
- not more than three main messages
- behave natural: do not read your text, use body language, be convinced of yourself
- adapt to the audience in terms of rhythm, choice of vocabulary, media, …
- respect the time slot
- be interactive with the audience and respond precisely to questions
- at the end: summarise your main points
Tips for communication (writing)
- think first (ideas, aims, reader impact, …)
- writing: overview, adapt to situation, use visualised data, excutive summary in beginning
Using media as a lobbying instrument
- many journalists based in Brussels who are happy to get to know information
- press release: deliver general messages for broad audience, for important occassions only
- target specific journalists (more for technical issues)
- press article in newspaper (most effective), or: op-ed
- increase visibility, credibility
-> sometimes offering some “carrots” can be useful (scoop, leaked paper)
Dont’s for press releases
- boring title
- texts are too long
- full of industry jargon
- …
Do’s for press releases
- strong title
- the shorter the better (400-500 words)
- relevance
- easy to read
- proof-read
- communications expert might be useful for re-writing of technical press releases
-> distribute and follow up by phone
Standard format of press-releases
- headline (+ maybe subhead)
- dateline
- lead paragraph
- body (supporting material, details)
- source (issuing company/organisation)
- media contact information
Press conference
- bad press communiqué goes unnoticed, but bad press conference can ruin a lobby campaign
- huge competition in Brussels to attract attention of press
- keeping in mind relations with decision-makers is important
Letters to the editor
- requires good match between message and the readers of the newspaper/magazine
- brings focus to your effort
- choose the right newspaper:
there is at least one in each member state that ‘can not be avoided by responsible politicians’ (e.g. FT, The Economist, FAZ, le Monde)
‘Off the record’ briefings
- agree about the rules (mentioning of name, other description)
- remember that the journalist’s goal is NEWS, not helping you
- they will respect the rules due to risk of loosing credibility (BUT rules need to be set clearly and respected during the interview)
‘The conference’
- good at very start of campaign
- using an official EU building is good
- full control and detailed management is key
- > having speakers covering all aspects (technical, political, legal, …
- > keep in mind cultural differences (German: very long + detailed, impolite audience; French: very long + not detailed, polite audience; Anglosaxon: short and precise)
- > avoid protesters in audience
- > create profile and positive perception of yourself and the aim
- coffee and lunch breaks + network time
- follow up via press release, social media, …
Own website
- not as influential as meetings or briefings
- get it right, it is part of professional impression
- same principles as for written communication
- check mail-inboxes of contact forms of website
