Transcript Slide 1

Lobbying Workshop
Visegrad Summer School,
Cracow
15 July 2008
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Workshop Outline
10:00
11:40
12:10
13:30
14:30
15:30
16:40
17:15
17:20
Introduction to Lobbying; Coffee break
Presentation of scenario & roles
Game begins
Lunch break
Official talks
Press conference; Coffee break
Continued informal talks
Politicians announce results
Debriefing & feedback
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Introduction to Lobbying
Before the game…
I
Lobbying – Etymology & Definition
II History, Who & How
III Group work & Feedback
a.
b.
c.
d.
IV
Skills?
Steps?
Tools/Activities/Communication Strategies?
Criticism?
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
General
Encompasses any activity
that a person or organisation
undertakes to influence
policies.
Performed by interest
groups
More methods & tools
Lobbying
Specific
The practice of trying to
persuade legislators to
propose, pass, or defeat
legislation or to change
existing laws.
Performed by lobbyists
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 groups
Any association of individuals or organisation
that attempts to influence public policy in its
favour
Categories of interest groups
1. 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 Lobbying
Refers to a specific legislation
Reflects a view on that legislation
Communication is directed Communication is directed
to a legislator or employee to the general public
of a legislative body
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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Skills
1.
2.
3.
4.
5.
6.
Analytic skills
Strategic thinking & planning
Negotiation skills
Networking
Public representation
Management skills
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Skills
Analytic 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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Skills
Strategic 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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Skills
Negotiation 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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Skills
Networking
•
•
•
•
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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Skills
Public 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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Skills
Management skills
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•
•
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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:
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•
•
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‘Influentials’
Decision-makers
Opponents (and how to counter)
Potential partners
Approach 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 distribution
Which ones?
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Steps
Tasks to be distributed
•
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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 strategies
Compile lists, organise meetings, telephone
•
Mobilisation strategies
Direct / grassroots lobbying, media advocacy, public
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education, research
Tools & Communication
Message / Communication
•
•
•
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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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Tools & Communication
Effective communication strategies
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•
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•
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Be accurate
Be brief
Be clear
Use multipliers
Use appropriate technologies
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Tools & Communication
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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Tools & Communication
Letters to key targets
• Use letterhead
• Keep to 1 page
• No threatening tone
• Thank your reader
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Tools & Communication
Meetings 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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Tools & Communication
Press release
• Send only newsworthy information
• Most important facts in 1st paragraph
• Answer who, what, when, where, why
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Tools & Communication
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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Tools & Communication
Letter to journalists
• Polished language
• Specific examples
• Only one topic / letter
• Signature
• Address & telephone number
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Tools & Communication
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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Tools & Communication
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
Not so democratic…
• Lobbying is a way for
citizens to signal to
elected officials how
they want to be
represented
• It denotes an open,
pluralistic society
• Only represents
certain groups
• Requires vast sums
of money
• Is vulnerable to
legislators’ and
public’s short
attention span
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Powerful Lobbies
Lobbying Spending 2007
Industries 2007
Source: OpenSecrets.org
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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
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