Lobbying Workshop

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Lobbying Workshop

Visegrad Summer School, Cracow

15 July 2008

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Workshop Outline

10:00 Introduction to Lobbying; Coffee break

11:40 Presentation of scenario & roles12:10 Game begins13:30 Lunch break14:30 Official talks15:30 Press conference; Coffee break16:40 Continued informal talks17:15 Politicians announce results17:20 Debriefing & feedback

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Introduction to Lobbying

Before the game…I Lobbying – Etymology & DefinitionII History, Who & HowIII Group work & Feedback

a. Skills?b. Steps?c. Tools/Activities/Communication Strategies?d. Criticism?

IV Checklist

After the game…V Open questions

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Etymology

One version

• Willard Hotel’s lobby in Washington DC• US President Ulysses S. Grant (1869-1877) called

those waiting there to talk to him ‘lobbyists’

But more likely…

• British Parliament’s central lobby• Where citizens can go & request to meet with their

Member of Parliament

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Definition

Lobbying – Theoretically…The practice of trying to persuade legislators to

propose, pass, or defeat legislation or to change existing laws.

Lobbying – General…To try to influence the thinking of legislators or

other public officials for or against a specific cause

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Lobbying & Advocacy

Advocacy Lobbying

General SpecificEncompasses any activity that a person or organisation undertakes to influence policies.

The practice of trying to persuade legislators to propose, pass, or defeat legislation or to change existing laws.

Performed by interest groups

Performed by lobbyists

More methods & tools Restrictive

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History – United States

Started after War of Independence• Citizens petitioned Congress directly

1946 Federal Regulation of Lobbying Act• Defines lobbyists• Lobbyists must now

– Register with Senate & House – Report how much they paid to whom, and for what

purpose

Highly regulated

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History – European Union

Late 1970s: Lobbying appears in Brussels

1979: First direct election of the EP• Sparked explosion of lobbying at the EU

1986: Single European Act• Lobbying now more important & attractive

The more important the EU becomes as a player in the world, the more it becomes a lobbying target

Changes brought about by 2004 enlargement

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Who?Interest groupsAny association of individuals or organisation

that attempts to influence public policy in its favour

Categories of interest groups1. Sectional

• Industry• Professional bodies• Trade unions

2. Promotional: Cause 3. ‘Fire brigade’: Specific issue

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Who?

European Union – Brussels• 15,000 lobbyists• 2,600 special interest groups have a

permanent office• Distribution:

• European trade federations: 32%• Consultants: 20%• Companies: 13%• NGOs: 11%

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How?

Direct Lobbying Grassroots LobbyingRefers to a specific legislation

Reflects a view on that legislation

Communication is directed to a legislator or employee of a legislative body

Communication is directed to the general public

Encourages the recipient to take action

with respect to the legislation

Ask to vote for or against Ask to spread the word, contact elected officials, donate, re. legislation

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How?

Lobbying companies aka ‘public affairs’ companies

Organisations or companies pay professionals to do lobbying on their behalf

• ‘In-house’ lobbyist• Via a specialised lobbying firm

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How?

Due to fragmented nature of EU institutional structure, can lobby at EU or national level

Main targets• Commission• Council• European Parliament

Main channels• National delegations in Brussels• Members of the many Council working groups• Influencing the Council via national governments

Rules: only a non-binding code of conduct

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How?

Different Levels• Direct or indirect contact with

representative• Contacting other interest groups• Presence in the public sphere• Research & analysis of political issues• Intra-organisation information• Mobilisation of population in favour of

your issue

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Skills1. Analytic skills

2. Strategic thinking & planning

3. Negotiation skills

4. Networking

5. Public representation

6. Management skills

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SkillsAnalytic skills

• Knowledge of political & legislative process and institutions, rules

• Analysis of the relevant actors and their arguments

• Research and analysis of upcoming decisions, legislations; gathering of information etc.

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SkillsStrategic thinking and planning

• Key: Scanning/observing the political process – allies/adversaries; current debates; arguments

• Then strategic decision: where, when, how to invest time, energy and money for direct or indirect lobbying activities

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SkillsNegotiation skills

• Trust, credibility, authenticity, integrity• Good preparation: Have arguments ready,

prepare counter-arguments • Good listening & interpersonal skills• Ability to read situation well• Be ready to insist, irrespective of scepticism,

attacks, etc.

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SkillsNetworking

• Maintain broad network with legislators from all parties & institutions

• Find potential allies/partners • Strengthen information exchange• Cooperate where and when appropriate

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SkillsPublic representation

• Knowledge of media scene, their positions, arguments – media is key instrument for lobbying

• Targeted use of press releases, conferences• Good public speaking; social skills• “Right” appearance depending on setting

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SkillsManagement skills

• Determine your needs – tools, supplies, human resources

• Organisational skills – distribute tasks, decide upon actions to take

• Ability to work with scarce resources• Fundraising skills

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Steps

• Problem analysis

• Goal & Objective(s)

• Stakeholders

• Resource analysis

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Steps

Problem analysis

• What is the problem?

• Current state of affairs

• Challenges / issues to be addressed

• Major obstacles

• Organisation profile Strengths & weaknesses

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Steps

Goal & Objective(s)

• General goal (long term)Change policy, raise awareness, funds?

• Position on the issue at hand

• Respect organisation’s formal policy

• Formulate objectives (short term)Be clear, specific, reasonable and set targets

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Steps

Stakeholders & Other Actors• Main targets• For whom do you speak?• Relevant stakeholders:

• ‘Influentials’• Decision-makers• Opponents (and how to counter)

• Potential partnersApproach for support & collaboration in coalitions

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Steps

Resource analysis• Needs analysis• Clear schedule• Overview of costs• Fundraising

Determine potential sources of funds

• Tasks & responsibilities distributionWhich ones?

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Steps

Tasks to be distributed• Public & media relations• Lobbying• Communications (website, newsletter)• Administration• Finances & fundraising• Activity planning• Research• Networking• Recruiting & training volunteers

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Tools & Communication

Tactics, Tools & Activities• Major steps

For each step: identify how will implement effort

• Organisation strategies(Other) potential coalitions & partnerships?

• Recruitment strategiesCompile lists, organise meetings, telephone

• Mobilisation strategiesDirect / grassroots lobbying, media advocacy, public

education, research

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Message / Communication• Message definition• Focus on single message• Keep It Short & Simple (KISS)• Language: clear, inclusive, positive images• Talented & persuasive public relations staff• Partners

Messages that will work in collective interest of coalition

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Effective communication strategies• Be accurate• Be brief• Be clear• Use multipliers • Use appropriate technologies

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Mechanisms• Letters / phone calls to politicians• Sign-on letters / petitions• In-person meetings• Email alerts• Website• Public events & open meetings• Op-Eds in newspapers• Background papers• Protests

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Letters to key targets

• Use letterhead

• Keep to 1 page

• No threatening tone

• Thank your reader

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Tools & CommunicationMeetings with target group / person• Make an appointment• Bring a small delegation• Remember: you know more about the

topic!• Discuss from target’s perspective• Do not bluff / invent• Leave a factsheet• Send written reminder & thank-you note

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Press release

• Send only newsworthy information

• Most important facts in 1st paragraph

• Answer who, what, when, where, why

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Press conference• Schedule carefully and in advance• Choose easily accessible location• Give reminder call• Write good press release & background• Have flawless audio system• Keep it short, leave time for Q&A• Keep list of attendees

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Letter to journalists

• Polished language

• Specific examples

• Only one topic / letter

• Signature

• Address & telephone number

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Radio & Television

• Short ads

• Well-briefed, articulate spokesperson on TV/radio talk show

• Press releases to news directors

• Give local TV/radio ideas for editorials

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Keep in mind…

• Be ‘quote ready’

• Use accurate & up-to-date facts

• Make a list of already-contacted media

• Hire media-experienced staff & volunteers

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Open Questions

1. What is some of the criticism made against lobbying? Its limits?

2. Which are the most powerful lobbies?

3. Which groups are under-represented?

4. Which topics have you covered so far where lobbying makes a difference?

5. Lobbying = Corruption?

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Lobbying & Democracy

Democratic

• Lobbying is a way for citizens to signal to elected officials how they want to be represented

• It denotes an open, pluralistic society

Not so democratic…

• Only represents certain groups

• Requires vast sums of money

• Is vulnerable to legislators’ and public’s short attention span

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Powerful LobbiesLobbying Spending 2007

Source: OpenSecrets.org

Industries 2007

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Contacts

planpolitik

Friedelstr. 16

D-12047 Berlin

T: +49 30 6003 4643

F: +49 30 6003 4645

[email protected]

www.planpolitik.de

mailto:[email protected]

http://www.planpolitik.de/

Documents

Lobbying Workshop