Lobbying Influence. J o r i s B u l t e e l W h y t e C o r p o r a t e A f f a i r s

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1 Lobbying Influence J o r i s B u l t e e l W h y t e C o r p o r a t e A f f a i r s

2 Question 1 Does lobbying affect public policy? Yes. Whyte Corporate Affairs 1

3 Does lobbying affect public policy? Public policy / political decisions = outcome of a complex process of input & influence Lobbying is part of this process Lobbying does affect public policy. Is that an issue? Whyte Corporate Affairs 2

4 Lobbying does affect public policy. Is that an issue? It is legitimate It is from all times It is found back in all political systems / geographies It adds value Information Expertise Inspiration Support ( draagvlak ) It is practised by both businesses, associations trade unions, NGOs, political parties, member states (e.g. EU), individual citizens, BUT: it should be practised in a responsible, deontologically correct way Whyte Corporate Affairs 3

5 Whyte Survey (2009) amongst 60 regional MPs The paradox around lobbying: 6 out of 10: Businesses communicate insufficiently and too late 8,5 out of 10 MPs ask for open and more proactive communication from the business sector Better communication is good for political decision making They call this lobbying, like it s a dirty word. But I think it s OK. Lobbying is allowed. It s then up to us to respond in a suitable way and to process that information with a critical eye a Flemish MP Whyte Corporate Affairs

6 Lobbying does affect public policy. Is that an issue? Whyte Corporate Affairs 5

7 Lobbying does affect public policy. Is that an issue? Whyte 6

8 Question 2 Is media attention a curse or a blessing for public affairs? How to deal with media in the framework of public affairs? Whyte Corporate Affairs 7

9 Media in framework of PA If you don t opt for the media, the media can still opt for you Media is a major source of information also for politicians Need for / tendency towards integrated approach: public affairs meets corporate communication (incl. media), as illustrated by Whyte s mission statement: We provide corporate communications & public affairs strategies and solutions in support of your reputation, interests and business objectives Whyte Corporate Affairs 8

10 Geen limiet Indirect FOCUSED APPROACH Directe communicatie 1-10 Media in framework of PA DOELGROEPEN Regering Administratie Politieke partijen, parlementsleden Lokale besturen Academici en experten Werkgeversorganisaties, federaties Vakbonden NGO s Business partners Captains of industry Captains of society Consument Publieke opinie COMMUNICATIENIVEAU LOBBY REPUTATIE & GOODWILL MEDIA CUMULATIVE EFFECT Media outreach ter ondersteuning van Public Affairs Whyte Corporate Affairs ACTIES Lobbying door de CEO Lobbying door PA & experts Day-to-day administratie Meetings Ad hoc mailings Werkgroepen Seminarie, think tank, Bezoek aan productiesite Speaking platform Corporate events Stakeholderbrief Mass mailings Social media Traditionele media

11 Media in framework of PA Each Public Affairs strategy should include a Media component Traditional media Social media BUT: this does not necessarily mean that one should lobby through the media, on the contrary Reflect on and define the right Media approach Whyte Corporate Affairs 10

12 Media in framework of PA The right Media approach depends on a number of parameters : Public vs Technical issue? Emotional vs Rational issue? Conflict modus? Need for agenda setting, education or raising awareness? Underdog position? The right Media approach can consist of a broad range of actions and tactics, not just talking to the media, ventilating frustration, attacking opponents, (= common mistakes) Whyte Corporate Affairs 11

13 Media in framework of PA Some media tactics in support of lobbying First of all: monitoring as part of intelligence gathering General positioning, reputation management (in support of your more specific PA case) Background briefings (not aiming to generate coverage) Third party endorsement (e.g. to strengthen your credibility) Testimonials (e.g. to raise awareness) Surveys (e.g. to filter through facts & figures) Collaboration agreements (e.g. to demonstrate a broader coalition) Involving political or other stakeholders (e.g. joint press conference) Whyte Corporate Affairs 12

14 Question 3 How can you demonstrate the added value of public affairs activities? This is the One Million Dollar question! Whyte Corporate Affairs 13

15 Question 3 How can you demonstrate the added value of public affairs activities? What is the added value of Public Affairs? Whyte Corporate Affairs 1

16 What is the added value of Public Affairs? Real impact vs output, deliverables (e.g. useless position paper, just opening doors or rubbing shoulders, ) Sustainable, strengthened position vs short term thinking, quick wins, burned bridges GOODWILL: positive evolution in terms of understanding, perception, attitude, support Strategic input Outside-In instead of Inside-Out Obtain valuable information and insights Avoid mistakes, identify other issues, Avoid other costs (e.g. learning curve) Feed this into corporate strategy Whyte Corporate Affairs 15

17 What is the added value of Public Affairs? Public Affairs should not just help to implement a strategy and achieve business objectives; it should also help to shape the right business strategy Whyte Corporate Affairs 16

18 In summary Whyte 17 Whyte Corporate Affairs

19 Keep in touch Whyte Corporate Affairs NV/SA Clos Lucien Outers Gaarde Brussels T Whyte_CA info@whyte.be