A Guide to Effective Lobbying of the European Parliament Based on a survey of MEPs Autumn 2001
CONTENTS
Methodology
4
Executive summary
5
Overview: MEPs’ mixed response to industry lobbying
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How not to do it
8
How to get your message across
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Why industry lobbyists are ineffective
12
Good sources of information
14
The value of scientific evidence to support arguments
15
Trade associations versus individual companies
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Foreign governments that fail to get their message across
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Non-governmental organisations that score well with MEPs
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Towards better lobbying
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The importance of personal contact
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Time – the critical component
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Lobbyists must communicate honestly
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Keep information factual and scientific
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Appendix: Survey composition
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Burson-Marsteller, BKSH and Wirthlin-Europe
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METHODOLOGY To improve understanding of what constitutes an effective approach to lobbying, a survey was conducted of 75 Members of the European Parliament (MEPs) between September – October 2001. Structured telephone interviews of 10 minutes were conducted in five EU languages. Sampling of MEPs was broadly proportionate, reflecting the numbers of MEPs from each EU member state and the balance of political groups within the European Parliament. Margins of error are calculated at +/- 10.8 per cent at the 95 per cent confidence level. The survey was conducted by strategic communications researchers Wirthlin – Europe for Burson-Marsteller/BKSH.
Reproduction of the data contained in this report is authorised provided credit is given to Burson-Marsteller/BKSH and Wirthlin-Europe. 4
A GUIDE TO EFFECTIVE LOBBYING OF THE EUROPEAN PARLIAMENT
EXECUTIVE SUMMARY
Nearly two thirds of MEPs – 62 per cent – rated lobbying by industry as effective. A significiant number – 37 per cent – did not.
MEPs gave the following reasons, without prompting by the interviewer, why some industry lobbyists failed to impress them:
A third said lobbyists supplied biased, unscientific or inadequate information. Sixteen per cent said lobbyists did not grasp the importance of the European Parliament or knew how to communicate with MEPs in a personally relevant way. Seventeen per cent said lobbyists did not always target the right MEPs. Nineteen per cent said lobbyists provided too much general information and did not focus on MEPs’ key issues. Sixteen per cent said lobbyists did not provide information in a timely enough manner – or only for ‘damage control’.
More than half of MEPs said without prompting - that lobbyists whom they judged to be ineffective had no personal engagement/limited contact (56 per cent) or were poor at keeping them informed (54 per cent). Scientific evidence to support arguments is highly regarded by MEPs. Ninety-six per cent said they regard such evidence as important and relevant. Fifty-one per cent of MEPs said industry trade associations are better at lobbying than individual companies. Among Non-Governmental Organisations (NGOs), those lobbying on the environment were rated as most effective by MEPs, followed by NGOs lobbying on chemicals and food issues.
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OVERVIEW: MEPs’ MIXED RESPONSE TO INDUSTRY LOBBYING
Perceived effectiveness of industry lobbying efforts 1 - 10
Not at all helpful
7%
11 - 20
5%
21 - 30
7%
31 - 40
3%
41 - 50
15%
51 - 60
19%
61 - 70
19%
71 - 80
19%
81 - 90
5%
Extremely useful
91 - 100 0% 0%
5%
10%
15%
20%
On a scale of 1 - 100, how would you rate the effectiveness of industry lobbying efforts in general? Source: Wirthlin - Europe, Survey of MEPs, September - October 2001
The aim of the survey was to gain a better understanding of the most effective ways to communicate with MEPs. The clear message from the chart above is that the majority of industry lobbying is regarded positively and is seen as effective. What is alarming is the 37 per cent of industry lobbying that MEPs rated as ineffective. Given that there are about 10,000 lobbyists in Brussels, a massive amount of money and effort is being wasted. MEPs were asked to rate lobbyists’ efforts and then give reasons why their rating was not higher. Without prompting by the interviewer, many MEPs listed signifi-
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cant and sometimes serious failings by lobbyists. For example, a third of MEPs levelled the charge that lobbyists supplied biased, unscientific or inadequate information. Almost one in five MEPs said lobbyists did not provide information in a timely enough manner – or only for ‘damage control’. One of the messages from the survey is that MEPs welcome the opportunity to secure new information and are open to communication from industry. This encompasses individual contact, meetings and industry publications. However, it is clear
OVERVIEW: MEPs’ MIXED RESPONSE TO INDUSTRY LOBBYING
that significant numbers of lobbyists are not meeting MEPs’ justified expectations. Some of the findings demonstrate the complexity of lobbying MEPs. For example, 44 per cent of MEPs said they get information from one of the two major industry sources (industry newsletters and position papers). Yet when it came to seeking helpful information to take informed decisions, MEPs paid far more attention to the views of their staff (39 per cent) than to industry representation. A further complication that the survey disclosed was the different approaches adopted by MEPs of different nationalities. One example was the sources of information that MEPs regard as most helpful when making informed decisions. Overall, 12 per cent of MEPs look to industry representation as the most helpful source but among UK/Irish and Italian MEPs the figures rise to 33 per cent and 30 per cent respectively. The survey disclosed an overwhelming desire among MEPs for unbiased and, if possible, scientific data to support arguments. No less than 96 per cent of those interviewed regarded scientific evidence as important and relevant.
The desire for a more impartial and scientific approach from industry lobbyists was echoed in many of the MEPs’ comments. Many were irritated by data that pretended to be unbiased, arguments that were couched in emotional language and lobbyists who were aggressive or paid little regard to the pressure on MEPs’ diaries. Trade associations emerged as better lobbyists than individual companies. No doubt this is because working the European Parliament well requires full-time professionals. And trade associations are more likely than individual companies to employ such people. Among the many comments from MEPs which feature in this document, there appears to be a trend - welcomed by the MEPs themselves - towards their own specialisation in issues. Yet within the European Parliament it is votes that matter. Industry lobbyists will be right to worry that persuading ‘specialist’ MEPs will not be enough – unless the lobbyists can be certain that the ‘specialist’ MEPs can marshal sufficient wider support, and first within their own groups. (The survey disclosed just how little MEPs look to their colleagues for
information decisions).
before
reaching
There is an underlying message here – one that does not emerge from the research data. In addition to targeting MEPs, many lobbying campaigns require a cohesive political strategy to deliver the largest possible number of votes. This may involve building alliances with other synergistic groups for particular issues. Lobbying MEPs is complex, timeconsuming and requires the art of relationship building as much as the science of communications. On the other hand, there is no reason why lobbying should not get better. This survey points the way forward for those seeking to lobby effectively.
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HOW NOT TO DO IT
After the MEPs rated the effectiveness of industry lobbying efforts, they were asked to give the first reasons that came into their minds why they did not rate them higher. Sixteen per cent of MEPs said that lobbyists do not grasp the importance of the European Parliament or how to communicate with MEPs in a personally relevant way.
Thirty three per cent of MEPs said that lobbyists are supplying biased, unscientific or inadequate information.
‘A more personal touch is needed… Don’t hit individual MEPs cold. Keep on-going contacts, even if there are no pressing issues’
‘We always get lopsided information – the sunny side of things and information of what is profitable to the industry but not always what we should know. We don’t get objective information’
British Left MEP
German Right MEP
‘They don’t know how to approach MEPs and how to speak to them’ German Right MEP
‘Lobbyists don’t yet appreciate the importance to them of the European Parliament and impending legislation’ British Right MEP
‘They should demonstrate relevance to me, eg a regional or trade union interest’ British Left MEP
‘They don’t take MEPs seriously. They think we are a push-over with so-called facts that cannot be proven’ German Left MEP
‘Lobbyists should keep a register of MEP contacts to develop good working relationships’ German Left MEP
‘Their information is not balanced. They should take account of other interests. They lack persuasiveness due to overexaggeration of their case’ Dutch Left MEP
‘There is sometimes a lack of facts, data or proven results – just wishy-washy talk with the aim of furthering their position’ German Right MEP
‘The credibility of lobbying isn’t always as high as it could be. They need to back up their arguments with more proof’ Spanish Left MEP
‘Not much credibility. Too much propaganda. Not objective’ French Left MEP
‘Suspicion that one doesn’t get the full truth – just one-sided information to their benefit’ Greek Left MEP
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HOW NOT TO DO IT
Seventeen per cent of MEPs said that lobbyists do not always target the right MEPs.
Nineteen per cent of MEPs said that lobbyists provide too much general information and do not focus on their key issues.
‘It’s no good when the electronics industry sends material to an MEP who deals with agricultural issues’
‘Information is so general as not to be useful’ German Left MEP
German Left MEP
‘Not all lobbyists provide the right information to the right people…We have specialists on various committees. Contact them!’
‘Information needs to be pertinent, to the point and easily available at the time I need it’ Spanish Left MEP
German Right MEP
‘The quantity of information is very high. The quality is poor’
‘Identify the interest of the MEP. Get the right person. Select the right target!’
Spanish Right MEP
British Other MEP
‘Pursue key issues. Don’t use a 30 minute meeting to pursue trivial matters. My time is valuable’
‘They lack the understanding of how the process functions, who to approach and when’ Danish Other MP
British Left MEP
‘Target with briefing papers’ British Other MEP
‘Some just make no effort, send MEPs a general newsletter about their industry, not bothering to find out which MEPs sit on certain committees’
‘Submit a short summary and highlight particularly important points’
Sixteen per cent of MEPs said that lobbyists do not provide information in a timely enough manner or only for ‘damage control’.
‘Lobbyists only wake up when they have an acute problem or find that the White Paper may not be favourable to their industry’ German Right MEP
‘Earlier and more focused information is needed, before or at committee stage’ British Left MEP
‘Lobbying must be done before or during the committee stage.Two weeks before a plenary session is pretty useless’ Irish Right MEP
‘Seventy per cent of lobbyists provide information too late.They wake up when White Papers are being discussed but should have been contacting us earlier with background information and to discuss issues’ German Left MEP
German Left MEP
German Left MP
‘MEPs are now much more specialised. Industry should be sure it is in touch with the people who can influence matters and MEPs on the relevant committees’ British Right MEP
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HOW TO GET YOUR MESSAGE ACROSS
MEPs were asked to give their opinions on the lobbying efforts of specific industry sectors. Then, depending on the scores given by each MEP, the interviewer asked for the first reasons that came to mind why the score had not been higher or lower.
More than half of MEPs – 52 per cent – said that effective industry lobbyists provide clear, timely and objective information. ‘They are the only ones who provided early background information and invited critical discussion well in advance of a White Paper. Frank exchange of views was very helpful’ German Left MEP on the chemicals sector
‘We get specific information on a regular basis whether there is something going on in Parliament or not’ Greek Right MEP on the biotech and food sector
‘I receive factual, written information’
‘They know exactly what they want, present facts that can be proven and are credible and comprehensible when talking to colleagues and other industries’ German Right MEP
‘They are sober, technical and without emotion’ Belgian Left MEP
‘They come in with most interesting information and provide objective answers’ British Other MEP on the electrical and electronic sector
German Right MEP on the chemicals sector
Thirty seven per cent of MEPs said that effective lobbyists work to develop and maintain contact with them, meeting and discussing ideas and issues of interest. ‘They are very organised, send reports, arrange meetings and arrange dinners with government representatives’ Italian Left MEP on the chemicals, biotech and food sectors
‘They keep constantly in contact’ French Other MEP on the cosmetics sector
‘They are making great efforts to reach me’ German Left MEP
‘If necessary, we meet to discuss any issues well in advance of any new legislation’ German Right MEP on the chemicals sector
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‘They send regular information, attend hearings with MEPs and stay in personal contact by either phone or e-mail’ German Left MEP on the chemcial and biotech and food sectors
HOW TO GET YOUR MESSAGE ACROSS
Twenty six per cent of MEPs said that effective industry lobbyists understand the system, are prepared and are organised when discussing issues. ‘They know how the system works. They constantly keep us informed and are a very professional operation’ British Right MEP on the electrical and electronic sector
‘They are well prepared, keep in touch and stick to the point. They realise that our time is valuable’
‘The chemical industry is very active – it provides prompt reactions to White Papers. They state their wishes about change of process. We take that into consideration and meet them for detailed discussions’ German Left MEP
Finnish Left MEP
‘They are very well organised to deal with safety issues. They understand the political system and are good at selfregulation’ Danish Other MEP on the cosmetics sector
KEYS TO EFFECTIVENESS IN APPROACHING MEPS Target the right MEPs Establish an on-going relationship with MEPs and their staff Be timely – present information early in the legislative process Provide concise, targeted and relevant information Be objective – provide credible, balanced information and avoid emotion
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WHY INDUSTRY LOBBYISTS ARE INEFFECTIVE
More than half of MEPs – 56 per cent – said that ineffective industry lobbyists had no personal engagement/limited contact. ‘They only send the occasional brochure. They don’t make direct contact’ French Right MEP
‘Only when they have a problem do they come to us. They should keep us on-side all the time and we should not be regarded as fire fighters’
‘They sent glossy brochures which showed they made an effort but this was not backed up by personal contact’
British Left MEP on the chemicals and retailing sectors
German Right MEP on chemical and biotech and food sectors
‘These industries don’t keep any regular contact. They wake up when White Papers are discussed and then they try to put pressure on, pushing their interests’ German Left MEP
More than a quarter of MEPs – 28 per cent – said that ineffective industry lobbyists provide one-sided or biased information. ‘Strategy is based on their own interests and not profound or sufficiently scientific in its nature’ Italian Right MEP on the biotech and food sector
‘Their effectiveness would be higher if their view could be more objective’ Finnish Other MEP
‘They must put their case more objectively and show that they are concerned about things other than their own profitability’ Dutch Other MEP
‘Their information is not backed by genuine scientific data. It is all rather self-interested’ Dutch Other MEP
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WHY INDUSTRY LOBBYISTS ARE INEFFECTIVE
More than half of MEPs – 54 per cent – said that ineffective industry lobbyists are poor at keeping them informed. ‘There’s no secure formulation of their aims or wishes. Just general information without any points for discussion – only to remind us they exist’
‘They just send general information without mentioning any detailed concerns or wishes that might be used as a basis for discussion’
German Right MEP on the retailing sector
German Left MEP on the retailing and cosmetics sectors
‘I don’t get useful information. Information doesn’t come in time, it’s too late for the plenary’ Portuguese Left MEP
Thirteen per cent of MEPs said that ineffective industry lobbyists are too aggressive and emotional. ‘They only communicate when White Papers are not to their liking. Then they get pushy and generally become a bit arrogant’ German Left MEP on the chemicals sector
‘Sometimes a little too aggressive’
‘Marketing too aggressive – to their detriment’ French Left MEP on electric and electronics sector
‘They are too emotional. I need facts’ Belgian Left MEP on biotech and food and cosmetics sectors
French Left MEP on biotech and food and cosmetics sector
‘They exaggerate in that if one doesn’t follow their views,then terrible or disastrous things will follow’ German Left MEP on the biotech and food sector
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GOOD SOURCES OF INFORMATION
MEPs look more to members of staff for help in decision-making than they do to their own research.
MEPs’ colleagues strikingly only 5 per cent.
Personal research scored 21 per cent, followed closely by the press with 15 per cent. Industry representation scored 12 per cent and
The average score among MEPs conceals big national differences. No less than 71 per cent of German/Austrian MEPs and 57 per cent of Scandinavian MEPs rate their own staff as their most helpful information source.
Industry newsletters and position papers, followed by the Financial Times, are the most important sources of information for MEPs on industry.
therefore striking that the Financial Times is so close behind industry newsletters and position papers as a key source of information on industry.
cent of MEPs get information from at least one of the industry sources – industry newsletters and position papers or trade unions’ publications.
Asked to identify their ‘key sources of information on industry’, nearly one in three – 31 per cent – said industry newsletters, 28 per cent said industry position papers and 27 per cent the Financial Times.
NGO publications/web sites scored 13 per cent, EU press releases 12 per cent, non-specific newspapers 12 per cent, publications by trade unions/organisations 11 per cent and the Wall Street Journal 8 per cent.
However, the statistics conceal some significant national variations. For example, 57 per cent of German/Austrian MEPs and 54 per cent of French-speaking MEPs are likely to look to industry position papers.
More than one in three MEPs – 39 per cent – said they looked to their own staff as the most helpful source at times of decision.
During the interview, there was no prompting of MEPs. It is
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The question put to MEPs was: ‘Of the following, which source would you say is the most helpful in terms of providing what you need to make individual decisions in your work?’
A GUIDE TO EFFECTIVE LOBBYING OF THE EUROPEAN PARLIAMENT
The findings show that 44 per
THE VALUE OF SCIENTIFIC EVIDENCE TO SUPPORT ARGUMENTS
Nearly all MEPs – 96 per cent – regard new scientific evidence as important and relevant when issues are debated by the European Parliament. Sixty four per cent of MEPs regard new scientific evidence as very important and 32 per cent as somewhat important. Only three
per cent said it was not important and relevant. Nearly half of MEPs – 45 per cent – believe that the scientific evidence is best communicated to them in briefings by independent scientists. However,
among
German/
Austrian and Scandinavian MEPs this figure rose to 64 per cent and 57 per cent respectively. A quarter of MEPs said the evidence would be best communicated through the EU’s own scientific process while 24 per cent opted for scientific publications. Five per cent did not know.
TRADE ASSOCIATIONS VERSUS INDIVIDUAL COMPANIES
Just over half of MEPs – 51 per cent – believe that trade associations are superior to individual companies when it comes to lobbying – while 24 per cent argue that trade associations are not superior. Nearly one in five MEPs – 19 per cent – replied sometimes/depends
and 7 per cent did not know. The EU-wide average conceals important national differences. For example, the belief that trade associations lobby better than individual companies is shared by 88 per cent of Spanish MEPs but only 30 per cent of UK MEPs.
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FOREIGN GOVERNMENTS THAT FAIL TO GET THEIR MESSAGE ACROSS Nearly a quarter of MEPs (23 per cent) don’t believe there is a nonEU government in the world that understands what they need to hear. The finding emerged in detailed questioning of MEPs on the effectiveness of lobbying by foreign governments.
governments that they felt had ‘a good sense for what MEPs need to hear’. Some 23 per cent of MEPs replied that no foreign government fitted the definition. Only five per cent identified applicant countries and three per cent candidate countries as understanding what MEPs need to hear.
MEPs were asked to identify
NON-GOVERNMENTAL ORGANISATIONS THAT SCORE WELL WITH MEPs Responses for all the other sectors were in single figures with electronics, humanitarian aid and third world issues coming last with three per cent each. However, environmental NGOs were rated less effective among Italian-speaking MEPs (10 per cent) and English-speaking MEPs (17 per cent). But they were rated much higher by German-speaking and French-speaking MEPs - 36 and 38 per cent respectively.
Environmental non-governmental organisations (NGOs) are regarded by MEPs as most effective at lobbying. The significance of the findings is heightened because the interviewer did not prompt the MEPs but asked for sectors that came first to mind.
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Nearly one in four MEPs – 24 per cent – cited environmental NGOs when asked which sectors they thought were most effective in lobbying. The chemicals sector came second with 16 per cent, food with 13 per cent and energy with 12 per cent.
And while 16 per cent of all MEPs rated the chemicals sector most effective, the score rose to 43 per cent among Scandinavian MEPs. Nearly a third of respondents – 31 per cent – did not have an answer to this question.
TOWARDS BETTER LOBBYING
The MEPs were asked, without prompting, what advice they would give to the lobbying industry to best communicate with them to influence legislation. On this and the following pages we set out their replies and the broad conclusions that can be drawn from the advice.
Understand the important effect that the European Parliament and MEPs can have on industry Understand who you need to contact Understand what they need to hear
‘Get out there, knock on our doors, find out what is on the agenda’
‘Speak to us in a respectful and intelligent way – and not too much pressure’
British Right MEP
Belgian Right MEP
‘Target the right people, the real players in the game, those on the relevant committees with a particular interest in the issue’
‘Know the political process backwards. Find out who is the most important person to approach’ Danish Other MEP
British Right MEP
‘These lobbyists try to put themselves in our position and take on the mentality of an MEP.They could do with being educated in our work and current issues’
‘Take the European Parliament seriously. It is an important institution’ German Right MEP
Spanish Left MEP
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THE IMPORTANCE OF PERSONAL CONTACT Develop and maintain on-going communication channels
‘Arrange personal appointments after presentation of documents – a short summary of definite points and then a personal discussion’ Austrian Left MEP
Talk to MEPs before you need anything from them
‘Personal meetings are best, so that we can ask relevant questions that interest us’
Find out what you can provide for MEPs – answer their questions
‘Develop personal contacts. Develop mutual confidence by being open, fair and honest. Don’t exaggerate your own interest’
French Right MEP
Dutch Other MEP
‘You must create a better understanding of the relationship with MEPs’ ‘Have as much human contact as possible. I find approaches by phone and mail quite cold. I prefer to get to know them, to chat, go out for a drink or a meal’ Spanish Right MEP
Swedish Right MEP
‘Stay in touch continuously with information up by personal contact. Establish personal relationships’ German Left MEP
TIME - THE CRITICAL COMPONENT Understand the legislative process and the key points when your viewpoint can be heard
‘Get into contact with committees before guidelines are being drawn up because these guidelines are the basis of White Papers’
Value and respect MEPs’ time by providing them with concise, specific information
‘We are all under time pressure so send a short and precise letter stating your concern, followed up by a well-briefed member of your staff. Contact an MEP well in advance of any guidelines being discussed to allow time for weighing up pros and cons’
Detail all the actions or steps you are seeking
German Right MEP
German Left MEP
‘Be brief and rapid and to the point with information’ Luxembourg Other MEP
‘Supply information in my language – Spanish. I can read a little English and French but it takes me much longer’ Spanish Right MEP
‘Don’t leave it until the issue is about to be discussed on the floor of Parliament’ British Left MEP
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LOBBYISTS MUST COMMUNICATE HONESTLY
‘Be brief, objective, stick to the core issues and provide digestible notes. Always remember that MEPs are overwhelmed with paper’ Finnish Other MEP
‘Send documents which are pertinent, specialised and adapted to the point in question’
Give unbiased information Be specific and concrete Target MEPs Use unemotional language
Spanish Left MEP
‘MEPs get annoyed when they find that all members of a group have received a round robin letter’ Danish Other MEP
‘Be candid with information. Be honest as can be. Information should answer questions, not create them’ German Left MEP
‘Industry lobbying is very important as new or different aspects are pointed out which might not have been considered previously’ German Right MEP
KEEP INFORMATION FACTUAL AND SCIENTIFIC ‘Don’t emphasise the apparently simple issues. Don’t gloss over matters which may be contentious to other interests’ Swedish Left MEP
‘Allow plenty of time in discussions and critical exchanges of views based on neutral information. Include independent scientists in discussions’
Overwhelmingly MEPs rate scientific information important and relevant Use briefings or reports by independent scientists to promote your issues
German Left MEP
‘Supply scientific information in publications in a clear fashion so that the reader doesn’t have to be an expert in the field’
Acknowledge your industry’s weaknesses and arguments on the other side
Italian Left MEP
‘Less propaganda, more scientific information’ French Left MEP
‘Be more factual in presentations. Don’t exaggerate the case. It upsets MEPs to find that the facts presented are clearly overstated’ Irish Right MEP
‘They should invest in scientific research. This research should be done through EU community research. They should work together on common projects’ Italian Right MEP
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APPENDIX: SURVEY COMPOSITION
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APPENDIX: SURVEY COMPOSITION
Country composition
Total number =75
Austria Belgium Denmark Germany Greece Finland France Ireland Italy Luxembourg Netherlands Portugal Spain Sweden UK 0
2
4
6
8
10
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Burson-Marsteller is a leading global communications counselling and public relations company operating in over 30 countries and spanning five continents. Established in 1965, Burson-Marsteller Brussels is today the leading public affairs company in Belgium, creating and implementing pan-European public affairs campaigns for international clients. BKSH is the government relations arm of Burson-Marsteller. Contact: Jeremy Galbraith Burson-Marsteller/BKSH 118 Avenue de Cortenbergh 1000 Brussels Tel: +32 (0)2 743 6611 Fax: + 32 (0)2 733 6611 Email: jeremy_galbraith@be.bm.com
Wirthlin-Europe, part of Wirthlin Worldwide, is one of the world’s leading strategic communications research companies. The company is based in London and Brussels and handles research and consulting for a broad range of clients throughout Europe and elsewhere. Wirthin-Europe conducts strategic marketing and communications research in Europe and, through its colleagues in Wirthlin Worldwide, globally. The company specialises in corporate communications among employees and external audiences; social and political research; pharmaceuticals and healthcare; and strategic brand development research in all markets.
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118 Avenue de Cortenbergh Tel: +32 (0)2 743 6611 1000 Brussels Fax: + 32 (0)2 733 6611
info@bmbrussels.be www.bmbrussels.be