In exclusive partnership with EPC

Masterclass
EULobbying 2009 dates:

March 2-3 | May 6-7 | September 23-24 | December 2-3

Understanding and managing

the complexity of EU Lobbying

7 high-level experts putting their experience
at your service

An innovative and unique programme

highligting the 6 key pillars of lobbying

Lobbying and Corporate Strategy  Working with NGOs

 Upstream and downstream networks  Media relations

 Lobbying tools
Interaction between EU and National

Lobbying

“The margins of influence in Brussels are incredibly wide.

The more the system is complex and fragmented,
the more the capacity to influence grows.”

Boris Rousseff
Course leader
 Masterclass
EU
Lobbying

7 recognised experts
Hughes Belin EU correspondent for European Energy Review

Alain De Grève Director of Strategy and European Affairs, AEGPL

Daniel Guéguen CEO, CLAN Public Affairs - ESL & Network

Thierry de l'Escaille Secretary General, European Landowners Organisation (ELO)

Maarten Labberton Director, Aston Communications

Pierre-Yves Le Borgn’ Vice President Public Affairs Europe, First Solar

Vicky Marissen Account Director, CLAN Public Affairs

and one course leader
Boris Rousseff
30 year career in various top ranking international companies and in EU Public
Affairs . Co-founder of CLAN Public Affairs. Extensive experience in lobbying
with both inside and external perspective on industry lobbying.

Each Seminar includes Lunch with a Special Guest Speaker.

An opportunity to ask your questions in a relaxed setting!

Personalised training methodology

Innovative and tailor-made methodology  Detailed evaluation of the questionnaires at
the start of the course
 15 days prior to the programme participants
will receive a preparatory questionnaire  The practical cases presented by the 7
requiring them to indicate their lobbying experts will be strictly linked to the lobbying
cases of interest in order to concretely cases pointed out by the participants in the
analyse their actions and difficulties questionnaires

Price
1,750 € (+VAT) for 2 days
Contact: European Training Institute (ETI)
57 Rue Froissart, B-1040 Brussels (Belgium)
Phone: +32(0)2 400 77 30 | Fax: +32(0)2 732 75 25 | www.e-t-i.be | info@e-t-i.be
- ETI reserves the right to substitute the lecturers originally appointed by other qualified experts from among our visiting Faculty -
 Masterclass
EULobbying Day One Programme
Venue: ETI permanent training centre - 57, rue Froissart - 1040 Brussels

09:00 Introduction. Evaluation of the questionnaires filled out by the participants

10:00 Lobby tools under scrutiny

by Daniel Guéguen,
"Choosing the right lobby tool is as important as defining your lobbying strategy. The vehicle should be as sophisticated as
the strategy."
XLobbying vehicles: how to intervene? As individual entity? As an existing association? As an ad hoc
association? As an umbrella association?
XBuilding and developing your upstream and downstream networks
XCoalitions: a strength or a weakness?
XLeadership is essential
XCommunication tools, a new approach: position paper, amendments, luncheons, roundtables

11:00 Coffee & Networking Break

11:15 Comitology: the hidden power

by Vicky Marissen
"If you ignore the 2.000 committees and groups assisting the EU in its decision-making process, you are depriving yourself
of a major lobbying tool."
XWhat is comitology?
XWhy a reform?
XThe execution power split into two categories
XA new balance between the Institutions
XWhat impact on lobbying

12:45 Lunch

13:45 EU associations often lack influence. How to make them vectors of influence
by Maarten Labberton, Director, Aston Communications
"European Trade Associations should become "lean and mean" in order to maintain their leading position in European
Affairs."
XAnalysing the efficiency and influence of an EU association
XCredibility vs. representativeness
XCharacteristics of an efficient EU association
XRe-engineering an EU association

15:15 Coffee & Networking Break

15:30 How to successfully combine EU and national action

by Yves de Lespinay, Senior Executive Partner, CLAN Public Affairs - ESL&Network Group
"No efficient EU lobbying without lobbying at national level. This combination is true for
co-decision and comitology."
XEU and national intervention seen throughout the decision-making process
XThe value of lobbying input from the national branches rephrase
XHow can national networks bring added value to coalition-building (European Parliament,Council of Ministers)?
XTools to manage successfully a combined EU-national action: follow-up systems, steering groups, reporting
system, consensus vs. majority decisions, …

17:00 End of the day Course Leader: Boris Rousseff

 Masterclass
EULobbying Day Two Programme

09:00 How to Work with NGOs

by Delia Villagrasa, Senior Adviser, WWF
"The directors of NGOs are generally decisive and competent. They often operate as genuine CEOs."

XHow are NGOs structured at EU level?

XHow influential are they?
XWhat makes them successful? What are their strengths and weaknesses?
XAre NGOs open to cooperation and discussion with industry?
XWhat form can cooperation take? Some examples
XWhat's the added value of NGO-industry relations?

10:30 Coffee & Networking Break

10:45 Making PA count within your company

by Georg Brodach, Senior Vice President, ABB Europe
" Too many companies completely ignore the public affairs dimension of their business.....until it is too late!"
XHow to raise the awareness of the public policy dimension in your company or organization?
XWhy and how can EU public affairs bring added value to a strategy?
XHow to structure a public affairs function?
XTrends in lobbying, towards decreased or increase margins of influence?

12:45 ETI Lunch with guest speaker (*)

14:30 The media, a key component of lobbying

by Hughes Belin, EU correspondent for European Energy Review
"Today and even more so tomorrow, lobbying will only be successful with a communication dimension."

XLobbying and Communication go hand in hand

XCommunicating clear ideas to the right person at the right time
XThe press: your friend or your enemy?
XDo’s and don’ts for press contacts

16:00 How to set up and implement a lobbying strategy at EU level

by Daniel Guéguen,
"A negative/defensive lobbying strategy is a losing strategy; a proactive strategy is a winning strategy when well prepared,
implemented and in a word, well-led."

XAnalysing a file with regard to your constraints (timing, budget, politics,etc.)

XMapping of institutional and non-institutional stakeholders
XBuilding a strategy: style of strategy and the importance of leadership
XManaging your strategy to achieve your goals

17:30 End of the Seminar

(*) Lunch with guest speaker: An exceptional opportunity to exchange views

in an informal setting with an experienced Public Affairs Practitioner.

ETI reserves the right to substitute the lecturers originally appointed by other qualified experts from among our visiting Faculty.
 Order form 2009
In exclusive partnership with EPC

“Masterclass EU Lobbying”

March 2-3
May 6-7
September 23-24
December 2-3

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