Why your Lobbying Don't Stick: The Importance of Communications in EU Public Affairs
Understanding the ins and out of the legislative process and when to intervene is not everything. You need to sell your ideas like a comms professional.
I started my career in Brussels working in Communications for a large group.
After I caught the bug for European affairs, I had one obsession: to become a public affairs professional. But how does one translate one’s expertise in communications to the political field, which I assumed was widely different.
Turns out — and you might have realised that too — the skills of a good communicator are very translatable to a career influencing decision-makers.
Many young people (and probably seniors too) think that lobbying requires, above all, a knowledge of EU laws and the Union’s policymaking process. But in reality, this is only one side of a coin, and the other is communication.
This coin is advocacy.
Subscribe to The Beubble and receive the e-book “Five Free Learning Resources for EU Public Affairs Professionals”.
Communications+Policy=Advocacy
This reasoning stems from a simple idea: a legislative proposal that is well-prepared and accepted beforehand has more chances of success.
It is equaly true that a campaign asking for a policy change will only succeed if its promoters understand the path it must take to become a law.
Therefore, Advocacy and campaigning is equally an effort of communication as a legal and legislative one.
Policy work without communications is limited
Consider a carmaker trying to influence a law that would reduce engine CO2 emissions by 30%.
The manufacturer would hire a lobbyist to try and lower this figure. The lobbyists would then use different arguments (the industry is not ready, limiting CO2 from tourism cars is not an efficient measure, etc.). These claims would compete with opposing arguments crafted by climate defenders and electric car manufacturers. Overall, it would amount to a cumbersome job, with limited hope for success.
Had the company adopted a communication strategy ten years ago, lobbyists would have had a much easier time advocating on behalf of their clients. Policymakers would already be convinced of the efforts of the company and would land an ear to its concerns.
Communications is a powerful tool. By crafting a strong and compelling narrative, and convincing citizens and influential people, you ensure that your message is carried across. The best advocacy agencies understood this concept, as they offer their clients expertise in both policy and communications.
I would go even further: communication is the key to a successful advocacy campaign. The best law is the one that one needs not lobby for. It is the one that feels so natural and necessary that nobody can object to it.
That’s assured success for the lobbyist and his client.
Communications without the will and resources to change laws is futile
The reverse is also true. Although equally important, this problem is less visible because the industry is just starting to understand the role of communication in EU advocacy.
Yet, NGOs and nonprofits sometimes fall under this caveat.
These organisations have their message straight, a vast and engaged audience, supporters in spheres of power…. Yet, they often fail to secure positive outcomes from policymaking.
To advocate for climate change or human rights, for instance, requires as much convincing of the public as from those who are empowered to take the final decision. Policy and communications are both faces of the same coin.
I believe that policy professionals and communications people should learn from one another, and develop the skills that they sometimes lack. This will lead, without doubt, to better and more effective laws.
Thanks for reading!
To download your copy of the free e-book “Five Free Learning Resources for EU Public Affairs Professionals”, subscribe to The Beubble.
On The Beubble, I share insights and practical advice on EU policymaking and influence.
Connect with me on LinkedIn or subscribe to The Beubble for more content and updates.