How to Master EU Interest Representation the BM Guide

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Free Webinar - 12 June 2013 -1-2pm

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How to Master EU InterestRepresentation: The BM guideto EU lobbying best practices


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Free Webinar - 12 June 2013 -1-2pm

Please turn up your computer speakers or put on your headset

You can ask questions in writing in the chat panel

WELCOME to the 4 th

FREE webinar


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ABOUT THE WEBINARSERIES

1


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EU Lobbying, Ethics &Transparency: "Do"-s and

"Don't"-s

Risk Regulation in theEU: Sectors, Advocacy and the Precautionary

Principle

Regulatory AffairsExplained: What you

must know about

implementing &delegated acts

How to Master EU

Interest Representation:The BM guide to EUlobbying best practices

7 Tips for Effective EU

Public Affairs: Practicalideas to reach the highestimpact for your issue

Digital Communication in

EU Affairs: How to masterTwitter, Linkedin & socialmedia in public affairs

EU Public Affairs Forecastuntil June 2014: What toexpect until the end of Barroso II and beyond?


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GOOD TO KNOW

2


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Turn off your Outlook, Skype and other programs


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Ask via chat in the bottom left chat box


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Questions will be answered during & after thepresentation


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Presentation will take approx. 40 mins, followed by Q&A


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The webinar is being RECORDED


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Recording & PPT will be made available within 3 days


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Recording & PPT will be made available within 3 days

Transcript will be available within 1 week


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SPEAKER & ORGANISER

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SPEAKERKaren Massin:

Chief Operating Officer at Burson-Marsteller Brussels .



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SPEAKER MODERATORKaren Massin Andrs BANETH

Chief Operating Officer at Burson-Marsteller Brussels Director European Training Academy



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1-day EU training workshops onlobbying, communication &

decision-making


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THE PRESENTATION

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HOW TO MASTER EU INTEREST

REPRESENTATION: THE BMGUIDE TO EU LOBBYING BESTPRACTICES

Brussels, 12 June 2013


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Topic is High on the Public Debate


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Contribute to a betterunderstanding of what

makes good lobbying

What works, what doesnt


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2

5th B-MLobbying Survey

Online, phoneand face to face

interviews

Qualitativesurvey

+600respondents

Local pollingagencies run

the survey

Respondents:Politicians

(MPs and MEPs)

PSB analysed

the data

Respondents:Senior officials

(NationalGovernments and EU)

Dates of fieldwork:

Jan Apr 2013

1

5 6

3

7

4

8

Methodology


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Who are Lobbyists?

The most recognised lobbyists overall are:o

66%: Trade associations

o 58% : Public affairs agencieso 57% : Professional organisations

A Brussels particularity: 73% of EU-level respondents deemtrade unions as lobbyists contrasting with the Europe-wide average ( 40% )


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Positive Aspects of Lobbying

No overwhelming agreement across Europe on themost positive aspect of lobbying

Ensuring the participation of social and economicactors and citizens in the political process

emerged as the leading response ( 37% )


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Negative Aspects of Lobbying

Lack of transparency remains the most prevalentweakness in lobbying practice

Giving undue weight in the process to elites andwealthy represents the 2 nd most negative aspect of lobbying but figures vary across Europe:

European average: 24% Norway: 55%

Hungary and Romania: both 40% Spain: 5% Italy: 3%


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Transparency

Nearly 9 out of 10 respondents across

Europe either strongly agree ( 25% ) or agree(64% ) with the statement that ethical andtransparent lobbying helps policy

development


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Transparency

The least transparent lobbyists : journalists(41% ) and law firms ( 38% )

The most transparent : Trade associations andfederations ( 65% ) and professional organisations(60% ), with companies ( 57% ), trade unions ( 56% )and NGOs ( 55% )


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Public affairs agencies performpoorly in comparison with the other

organisations


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The majority ( 56% ) of respondents across Europe

think that lobbying is notsufficiently regulated intheir country

Figures are high inPortugal, Spain, the CzechRepublic and Italy

93%

100%

87%

88%

Regulation of Lobbying


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This view is most strongly present in Portugal ( 88% ),Poland ( 87% ), Italy ( 83% ) and at EU level ( 79% )

Norway is the only country where more than half of respondents ( 51% ) do not think a mandatory register wouldbe useful


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Lobbying Effectiveness

Trade associations are perceived as themost effective in lobbying, with 62% of respondents across Europe ranking them

as effective or very effective

Exception in Germany: respondents foundNGOs (78%) and public affairs agencies

(71%) to be the most effective


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On a scale of 1 to 5, where 1 is not at all and 5 is very, how effectivewould you say corporate lobbying efforts are in each sector?

Results in %, showing only 4- 5 effective

M EU CZ DK ET FI FR DE GR HU IT LA LI NL NO PO PT RO ES SE UK

Energy 68 68 77 54 94 80 79 88 64 50 90 87 65 56 69 57 39 60 69 47 76

Healthcare 60 64 71 51 54 37 76 93 64 50 80 60 69 45 52 43 28 45 61 43 87

Financial services 53 52 56 32 86 54 57 70 42 60 67 94 47 34 52 53 50 45 61 15 70

Agriculture 52 75 35 49 47 57 66 82 36 35 43 87 57 55 58 36 17 45 44 40 83

IT / telecoms 48 57 71 27 60 24 57 55 52 45 60 60 50 28 41 37 39 30 54 34 63

Defence 46 48 63 13 33 37 62 60 58 30 57 27 15 44 59 20 28 50 54 43 76

Trade 42 52 58 32 40 73 33 26 19 45 40 46 41 55 45 13 23 60 47 22 63

Transport 39 57 52 17 33 26 35 52 13 35 43 54 40 39 52 13 28 45 47 28 66

Chemicals 37 66 16 19 20 53 41 56 33 55 63 34 28 23 31 23 22 25 47 6 60

Mining 36 43 56 11 40 40 29 44 45 20 36 0 31 28 27 30 28 65 44 25 53

Sports 31 28 56 17 40 30 16 30 29 25 30 33 44 22 41 16 22 35 29 22 50

Retail 24 36 8 17 7 33 14 30 19 20 23 27 25 28 34 13 28 30 15 15 63

Consumer goods 23 41 23 6 0 26 22 26 38 35 20 0 28 34 17 10 12 20 22 3 57
http://www.google.be/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&docid=PpHvsOvTeo1BfM&tbnid=eFMbd6n9-IszUM:&ved=0CAUQjRw&url=http://europa.eu/about-eu/basic-information/symbols/flag/index_en.htm&ei=8hy3Uc3iG6aXigez_YHQDA&bvm=bv.47534661,d.dGI&psig=AFQjCNFgyZn0R9KYaNhnDVBKdGgYZiVGBg&ust=1371041389926642


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On a scale of 1 to 5, where 1 is not at all and 5 is very, how effectivewould you say NGO lobbying efforts are in each sector?


Environment 52 68 50 52 60 63 64 55 55 40 40 47 66 33 44 50 39 35 46 50 66

Human rights 49 66 33 34 47 50 69 52 45 40 47 47 60 39 48 40 39 45 47 47 70

Energy 38 36 27 25 53 36 50 78 32 10 47 47 24 39 62 26 33 20 29 31 57

Healthcare 37 44 25 23 60 26 26 55 32 20 37 60 50 50 41 30 39 25 31 43 57

Agriculture 37 54 10 39 47 40 36 44 22 25 40 80 43 33 55 13 28 30 19 44 63Social affairs 33 48 25 19 47 23 24 52 42 30 24 27 31 28 42 10 22 35 37 40 63

Financial services 25 19 6 15 47 7 34 34 25 15 30 73 22 33 45 20 28 10 27 15 40

Mining 24 37 14 10 13 37 33 30 36 5 23 0 18 28 24 17 17 45 17 15 50

Transport 23 27 21 15 20 17 12 37 9 15 30 33 28 28 41 10 6 20 9 25 50

Chemicals 22 38 12 13 0 16 19 49 25 20 34 14 6 12 24 13 17 10 27 9 44

IT / telecoms 22 23 14 17 40 13 21 15 25 15 27 53 18 12 31 20 28 10 19 19 27Sports 21 16 27 17 40 17 12 19 20 30 13 40 37 22 38 10 23 25 12 21 23

Trade 20 28 6 11 13 13 19 7 12 15 30 40 12 39 34 10 23 15 14 15 50

Defence 20 23 16 9 7 7 14 37 29 5 23 0 9 17 55 10 12 20 9 22 50

Consumer goods 15 34 6 6 7 13 9 19 25 25 20 7 12 28 21 13 6 10 15 12 13

Retail 13 14 6 17 7 6 7 11 19 30 20 34 6 22 24 10 12 15 5 6 13

Results in %, showing only 4- 5 effective


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Poor Practices

A significant number of lobbyists in both the corporate(37% ) and NGO ( 39% ) sectors have difficultyunderstanding the political and legislative process

Around a third of respondents said that each sector comes into the process too late or too early

One in four respondents said that there is still asignificant problem with corporate lobbyists offeringwhat are perceived to be unethical inducements


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Not sufficientlytransparent aboutthe interestrepresented

48 55 71 30 27 40 60 48 61 55 57 27 59 28 17 57 50 50 54 41 30

Failing to understandprocess andprocedure

37 43 10 49 53 27 33 52 39 20 50 60 9 50 55 43 39 40 27 34 40

Being too aggressive 35 48 52 21 27 40 36 37 29 15 17 40 56 50 31 20 17 30 41 38 40

Being too early ortoo late in theprocess

32 34 15 40 67 33 24 22 29 35 53 60 9 33 48 43 33 20 27 34 23

Basing a position onemotion rather thanfacts

27 25 27 21 60 43 21 30 23 40 10 33 12 44 21 57 17 20 29 22 17

Inappropriatebriefing materials 25 30 19 32 7 27 29 33 23 35 33 27 31 11 52 13 22 15 12 16 30

Offering unethicalinducements 25 14 38 2 7 3 45 33 42 5 20 0 56 17 0 43 22 30 27 12 43

Lobbying by pressrelease 20 11 10 17 53 40 14 22 19 15 10 13 44 17 14 23 17 10 24 16 30

Other 2 5 0 0 0 3 2 0 0 0 0 7 0 0 10 0 0 0 0 3 3

Thinking about poor practice in lobbying, which of the followingwould you say are the most frequently committed by the corporate sector?

Results in %


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Thinking about poor practice in lobbying, which of the followingwould you say are the most frequently committed by NGOs?


Basing a position onemotion rather thanfacts

56 75 73 49 67 23 57 48 39 65 40 67 62 61 41 73 67 30 68 31 77

Failing tounderstand processand procedure

39 34 38 38 47 73 31 11 29 50 33 47 56 17 34 43 33 30 34 53 53

Being too early ortoo late in theprocess

37 50 35 36 80 27 31 19 26 45 53 47 41 17 59 40 17 20 27 34 50

Being too aggressive 28 34 35 19 27 10 40 59 26 10 30 27 25 22 17 23 28 25 32 28 20

Not sufficientlytransparent aboutthe interestrepresented

23 18 19 4 20 37 31 37 32 45 23 20 19 11 10 33 28 40 24 16 10

Lobbying by press

release20 23 15 6 40 33 19 19 16 25 30 20 28 22 10 27 17 20 17 12 17

Inappropriatebriefing materials 19 14 25 15 13 33 26 30 26 20 23 20 25 6 38 13 11 15 5 9 10

Offering unethicalinducements 7 0 8 4 7 10 12 26 6 0 3 0 9 0 3 13 0 20 0 6 10

Other 2 2 0 2 0 0 2 0 10 0 0 0 3 0 10 0 0 0 2 3 3

Results in %


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Channels of Influence

The Europe-wide data suggests that the sources of information that respondents find most useful areinternal meetings and documents from nationalauthorities

Social media and traditional media, including mediawebsites, appear to be seen as not particularlyhelpful


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47

How important is it that you are approached in your own languageon an issue of national interest?

47

18

59

3240

53

73 74

55

4554

27

50 50

38

50 50

35

5

47

83

18

2

15

17

27

27

715

19

10

27

20

19 22

21

3328

45

2

22

10

27

75

23

46

34

20 1911

19

45

20

54

2828

38

16

17 10

0

21

79 5 4 4 0 0 0 0 6 0 0 0 3 0 3 0 6 10

93

9 0


Don'tknow

Notimportant(1-2)

Neutral (3)

Important(4-5)

Results in %


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48


If the topic is my fieldof expertise 52 77 27 62 67 60 64 70 35 45 60 53 44 56 24 70 33 45 20 62 67

If the lobbyist istransparent 51 64 50 34 93 70 52 56 65 50 50 20 44 67 41 73 50 30 34 44 53

If the topic is of interest 42 55 33 23 80 70 55 56 35 10 27 27 22 39 69 47 22 30 24 50 67

In the consultationprocess 33 34 17 38 73 50 52 15 19 10 30 13 3 61 59 73 33 35 24 6 40

I have an obligation tospeak to anyonecalling me

30 18 40 32 53 20 21 4 26 45 7 60 56 28 28 33 39 35 56 9 7

If the lobbyist is well

prepared24 27 10 26 87 53 29 41 10 20 27 0 12 17 28 30 6 15 7 16 33

If I know the lobbyist 24 27 8 30 67 37 40 33 23 20 17 20 16 28 24 27 6 0 2 25 33

If the lobbyist ispublicly registered 19 57 8 4 53 20 17 7 16 20 27 0 19 0 0 60 11 15 7 12 17

I never speak tolobbyists 3 0 8 2 0 0 0 4 6 0 0 7 0 6 7 0 0 0 7 0 3

Which of the following factors would influence your decision to speakto a lobbyist?

Results in %


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The Use of Social Media

Policy-makers often consult company websites (43% using them daily or at least once a week), industryassociation websites (41% ), NGO websites (37% ) andWikipedia (38% )

Nearly a fifth of the respondents use Facebook daily, and asimilar proportion uses Twitter every day (although 49% never use it)


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Summary of EU institutions Insights

Lobbyists are more likely to get a meeting if -They provide relevant useful information ( 77% )-They are publically registered ( 57% )-They are transparent ( 64% )

Due to weight given to transparency, there is agrowing demand for a mandatory register ( 79% )

The most effective Corporate lobbyists are in thefollowing sectors: agriculture ( 75% ), energy ( 77% ),healthcare ( 71% ) and chemicals ( 66% )


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Website

www.lobbyingsurvey.eu


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Questions?

Type in the ChatBox!


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Thank you for

your attention

and see you on 26 June!

Documents

How to Master EU Interest Representation the BM Guide