First Time Lobbying for Business, A Brief Guide
by Mark Watts, former MEP and currently Director of Luther Pendragon's new Brussels office
Lobbying is an essential and legitimate tool for businesses, NGOs and individuals who seek to influence the decision-making process of the European institutions.
The right approach to lobbying is welcomed with open arms by the EU institutions and can be very constructive, as it seeks to provide policy-makers with information to their inform policy-making, rather than twist their arms.
Having worked in Brussels for fifteen years - ten as an MEP and five as a lobbyist - I have had first-hand experience of both lobbying and being lobbied. Brussels can seem a daunting place at first. It is definitely unique; however, I believe the EU is actually quite simple - the organisation and the principles underlying lobbying the EU institutions are essentially common sense.
A good lobbyist will tailor a briefing so that it is relevant to the legislation under discussion; they will also have done their homework and pitch it at the right level. The best briefings are those which provide facts and figures to support the arguments, not only helping to inform your audience, but are often then may be used by them to inform others.
To get you started, here are some key things to bear in mind:
Do:
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Do your homework - take some time to understand how the EU works and, in particular, how legislation is made.
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Be prepared - research who you need to speak to and prepare what you want to say beforehand. Produce a one-page handout to leave behind after your meeting.
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Add value – lobbyists should aim to bring a fresh perspective and exclusive insights that policy-makers will find useful. If you are able to do this, it will significantly enhance your credibility.
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Be creative - often indirect tactics, such as working with third parties such as advisers, think tanks and journalists can be just as valuable as meeting with MEPs and Commissioners.
- Network - the most successful lobbyists are able to influence the process through informal contacts at the earliest possible stage.
Don’t
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Change meeting times once they have been set up or arrive late – you will come across as though you are giving second priority to your audience, which you are.
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Feel it is necessary to take your audience out for lunch or dinner – they will have many invitations and will probably prefer to spend their evenings with their families or friends, and their lunchtime in their office.
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Feel you have to speak for the entire time you have reserved in the diary for the meeting – your audience will appreciate it much more if you can get your points across succinctly, allow them time to talk and ask questions, and then finish early.
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Leave it there – following the meeting, email your audience to thank them for their time and use this opportunity to reiterate your messages and offer to provide further support, should they need it.
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Stop engaging – effective ongoing engagement can predict and manage shifts in policy, build useful relationships and educate and inform decision-makers in the future.
And finally:
When you think about approaching Brussels you should always recall the opening scene in the Godfather, when Don Corleone is asked for a favour by Bonasera the undertaker and he rebukes him for never wanting to foster their friendship beforehand:
“What have I ever done to make you treat me so disrespectfully? “
Remember to treat people with respect. Don’t just go to Brussels when you want something. The best lobbyists make sure they engage with Brussels to offer information and advice before they want something.
Mark Watts is currently Director of Luther Pendragon's Brussels office, a strategic communications consultancy operating in London and Brussels.
For more information: www.luther.co.uk
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