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Author: Sebastian Aki Abredadtpage: 1
Topic: Lobbying
Class: Public Relations
Lobbyinglecturer: Sebastian Aki Abredadt
Mart.No.: 171711
Course: MPE1
Author: Sebastian Aki Abredadtpage: 2
Topic: Lobbying
Class: Public Relations
Content
• Basics
• Lobbying in Business practice
• Lobbying in the European Union
• Case (The Sugar Campaign, Kenya)
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 3
Topic: Lobbying
Class: Public Relations
“ to try to persuade a politician, the government or an official group that a particular thing should or should not happen, or that a law should be changed.”source: Oxford dictionary, 2009
Definition
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 4
Topic: Lobbying
Class: Public Relations
• Testifying at a legislative hearing in support or opposition to a legislative measure.
• Discussing a legislative measure with a legislator in the legislator’s office.
• Developing legislative measures, including holding or attending stakeholder meetings.
• Session testimony stating support of the agency budget
What is Lobbying?
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 5
Topic: Lobbying
Class: Public Relations
Employee A drafts testimony opposed to specific legislation for employee B. Employee B submits the testimony to a legislative committee.
YES, but only Employee B
Quiz
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 6
Topic: Lobbying
Class: Public Relations
Lobbying in Business practice
• Tasks of Lobbyists• Prospects on Lobbyist• Target setting• Implementation phase
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 7
Topic: Lobbying
Class: Public Relations
• Managing concerns and interests of Companies.
• Defining arguments and statements
• Designs political speeches.
• Looking for allies.
• Canalizes facts and concerns to the proper policy maker.
• Acquisition and conditioning of exact data.
Tasks of Lobbyists
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 8
Topic: Lobbying
Class: Public Relations
• Proper knowledge regarding the matter.
• Proper knowledge about responsibilities, processes and respondent.
• Estimation of consequences.
• Acting emotionless.
• Screening important from unimportant.
• No camouflage
prospects on lobbyists Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 9
Topic: Lobbying
Class: Public Relations
target setting I
Target enforce their interests addressing the right decision maker.
• Prevent a decision.
• Slowing down the decision making process.
• Change content of decision.
• Bringing an issue on the political agenda.
• Avoid that a topic gets mentioned during political debate.
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 10
Topic: Lobbying
Class: Public Relations
target setting II
• Inside out model of Lobbying.– Company policy or Corporate planning– e.g. for releasing a new product certain laws
have to be changed.
• Outside in model of Lobbying.– Targets result out of the political agenda.– e.g. Preventing regional management which
could avoid the enlargement of a production site.
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 11
Topic: Lobbying
Class: Public Relations
planning process I
• Research on time axis – When will the decision be made?– When can the Company interact?– Deadlines to consider?– When will the Company be injured?
• Content related Research– Content of topic?– Involved actors? Their motivation and arguments?– Reconciliation with political parties .– Position of the opposition.
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 12
Topic: Lobbying
Class: Public Relations
planning process II
• Content related argumentation– Which impact does a decision have?– What is the concrete claim?– Legal and or technical aspects.
• Political argumentation– Pointing out advantages for politician and party– Which oppositional arguments will be provided
by others?
Argumentation catalog ideally “win-win” situation
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 13
Topic: Lobbying
Class: Public Relations
implementation phase
• direct Lobbying
• gassroots Lobbying
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 14
Topic: Lobbying
Class: Public Relations
direct Lobbying
• Communicating your views direct to a legislator.
• Information & support for the legislator.
– Development of political instruments (e.g. applications)
– Pre-formulating of bill material
– Composing speeches and presentations for legislators.
– Providing material (e.g. studies, survey results, support on technical questions…)
– Help shaping the political agenda
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 15
Topic: Lobbying
Class: Public Relations
grassroots Lobbying
• trying to influence the public to express a particular view to their legislators about a legislative proposal.
• Most likely long term campaigns.
• Target is segmented public, intermediate persons or groups.
• Concept of “Opinion Leader” (e.g. Journalists or Scientists)
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 16
Topic: Lobbying
Class: Public Relations
Lobbying in Brussels
• Cornerstones• Who is Lobbying• Legislative decision-making
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 17
Topic: Lobbying
Class: Public Relations
Cornerstones
1986 Single European Act (SEA).
internal market
1992 Maastricht Treaty (Treaty on EU, TEU)
Source: http://www.euro-dollar-currency.com/maastricht_treaty.htm
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 18
Topic: Lobbying
Class: Public Relations
Who is Lobbying
• Interest group categories:– Business (companies and trade associations)– Territorial (nation, regional and local level)– Collective (workers, environment, human rights etc.)– Public affairs consultancies (firms specialized on EU
matter)
• Associations:– Union des Industries de Communauté européenne – American Chamber of Commerce to the European Union– European Round Table of Industries– Conseil Européen des Fédérations de l’Industrie Chimique– World Wide Fund (WWF), Greenpeace
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 19
Topic: Lobbying
Class: Public Relations
Legislative decision-making
European
Commission
Council
Of Ministers
European
Parliament
adopted as
European act
Conciliation
Committee
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 20
Topic: Lobbying
Class: Public Relations
The Sugar Campaign, Kenya I
• Lobbying can help poor people.
• Target:Using political pressure to change the mechanism which sets the price of sugar in Kenya.
• Background:– 2001 five million people depend on sugar production
– 1998 – 2001 smaller farmer didn’t get paid for their crops.
– Power in the industry lay with six sugar factories, which were seen to be vehicles for political patronage.
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 21
Topic: Lobbying
Class: Public Relations
The Sugar Campaign, Kenya II
• Lobbyists– Collation of Kenyan NGO’s
• Actions– Organizing and supporting Sucam (Sugar Campaign for
Change)
– Informing small-holder farmers about the structure of the sugar industry and the Sugar Bill;
– successfully lobbying Ministers to amend the parliamentary bill to include producer representation on the regulatory authority (the Kenya Sugar Board);
– campaigning against cuts in the price paid to farmers for sugar cane and cheap sugar imports into Kenya.
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
Author: Sebastian Aki Abredadtpage: 22
Topic: Lobbying
Class: Public Relations
List of Reference
Content
Basics
Lobbying in Business practice
Lobbying in the EU
Case
• Coen & Richardson: Lobbying the European UnionISBN 978-0-19-920735-0, Oxford University Press NY 2009
• Valeria Marziali: Lobbying in BrusselsISBN 3-936183-55-4, Rheinische Friedrich-Wilhelms-Universität Bonn 2006
• Miriam Meckel: UnternehmenskommunikationISBN 3-834909-73-4, Gabler Verlag 2008
• State of Oregon: egov.oregon.gov/DAS/docs/LobbyingPresessionPrimer.PPT Presentation, November 2009
• http://www.euro-dollar-currency.com/maastricht_treaty.htmInternet, November 2009
• http://www.mango.org.uk/guide/files/sugar-campaign.docInternet, November 2009
• http://www.glsen.org/cgi-bin/iowa/all/news/record/975.htmlInternet, November 2009