How Brussels Works
EU PUBLIC & GOVERNMENT AFFAIRS
THE TEN GOLDEN RULES
OF LOBBYING
1 6
Assemble an information network
Information transparency is a problem in the EU, and obtaining
timely information will be a major challenge. Specialised media,
including electronic, cover EU political and legislative develop-
ments. Nevertheless, your own network within EU institutions,
other associations, and among your members will provide you
with an indispensable alert system and a means of accessing vital
information.
2
Be proactive
The earlier you intervene in the legislative process, the more ef-
fective you will be. Build your relationships before you actually
need something. Schedule introductory meetings with officials
and other contact persons to get to know each other and exchange
views. This will also help you to adopt the right approach with eve-
ry official.
3 primary interest.
Know your audience
Before approaching a government department, understand that
particular department‘s agenda and interests. In the European
Commission, for example, Directorate General I (external com-
mercial relations), will have a different set of interests from Direc-
torate General III (fostering European industry). Adapting your
message to their interests will help you gain their attention and
influence their decision-making.
4
Subscribe to the principles of European integration
Your case should always be presented as something able to make a
contribution to the aims of European integration, which is based on
a number of principles, such as free movement of goods and per-
sons, social cohesion, the fight against unemployment, and com-
petitiveness. Highlighting these principles, on which all European
legislation and initiatives are based, will enhance your profile.
5
Form alliances; know your opponents
It is very rare that a single interest group can make a strong enough
case. Building alliances with related groups (e. g. European coun-
terpart associations) is indispensable to your lobbying campaign.
In some cases, you could set up an ad hoc organisation to present
a certain alliance lobbying a particular issue. Find out who your op-
ponents are. Your argument will be more effective if it takes your
opponents‘ into account.
Respect the level principle of decision-making
Most legislation, at some stage, is written by experts and officials
at a lower level. In many cases, these experts are your main star-
ting point. Include them in your approach, and you will gain their
respect. Calling in the higher political echelon will be productive
when there is a deadlock, an unwillingness to deal with your issue,
or high political stakes.
7
Play the reciprocity game
Never take without giving. There is a chronic and apparent need
on the part of EU decision-makers for market data, industry infor-
mation, and expertise. The best way to capture the EU official‘s
interest and also indirectly influence decision-makers is to provi-
de these data. Always offer an acceptable alternative when you
are trying to prevent or change a regulation. Providing informa-
tion or supporting the Commission in areas that are not of your
direct interest could also build your credibility and advance your
8
Always follow-up
One secret to successful lobbying is to follow-up every lead, every
letter you write, every contact you make, and every initiative you
take. Write a thank-you letter to an official you have met. It will give
you the opportunity to restate your arguments and repeat what you
expect from him or her.
9
Be aware of cultural differences
An official of Portuguese origin will express himself differently
from a German. A UK Member of Parliament will have different
expectations from his or her Greek colleague. Become familiar
with these differences.
10
Attention to Detail
The saying ‘the devil is in the details’ is always a useful one to have
in mind. Often, the details of draft directives (such as annexes laying
down technical specifications) can result in unintended conse-
quences. Officials and parliamentarians will be grateful to anyone
who can help them to avoid making fools of themselves. Attention
to detail also means making sure that you are following all develop-
ments throughout the full co-decision procedure.