Lobbying Strategies
Ioana Sirbu
13 November 2011
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Content
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What is lobbying?
Why?- the starting point of a lobbying strategy
Who?- how to choose the main actors to lobby
How?- from idea to an Action Plan
Conclusions
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Content
•
•
•
•
•
What is lobbying?
Why?- the starting point of a lobbying strategy
Who?- how to choose the main actors to lobby
How?- from idea to an Action Plan
Conclusions
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
What is Lobbying
Your objectives
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
What is Lobbying – practical...
Lobbying is a communication technique...
Initiator
Recipient
Message
...that aims to influence.
Lobbying Tools
Stakeholders
Obtain a gain or avoid a loss
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Content
•
•
•
•
•
What is lobbying?
Why?- the starting point of a lobbying strategy
Who?- how to choose the main actors to lobby
How?- from idea to an Action Plan
Conclusions
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Step 1: Decision to Act
What is the current SITUATION?
What is my OBJECTIVE?
What is my MESSAGE?
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Step 1: Decision to Act
Message:
The establishment of the Youth Delegate Programme in
my country will hugely improve the quality of youth
representation in international relations.
Message:
The establishment of a Pilot YD Project will provide us
with a chance to understand this programme and take further
action towards the establishment of such a programme in our
country.
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Content
•
•
•
•
•
What is lobbying?
Why?- the starting point of a lobbying strategy
Who?- how to choose the main actors to lobby
How?- from idea to an Action Plan
Conclusions
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Step 2: Strategy Building
Select Lobbying Targets
Approach
Friendly/Undecided or
Opposition
Tactics Selection
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Map the Battlefield
MFA
Political
Figures
Position
+
Ministry
of Youth
Fundation x
UNA
-
National
Youth
Council
+
University
Other
Ministries
Coca Cola
-
UNYA
Youth
NGOs
UNDP
Influence
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Targeted Messages
The establishment of the Youth Delegate Programme in my
country will hugely improve the quality of youth
representation at the United Nations.
Youth Magazine: By investing in the University: by investing in the YD
Youth Delegate Programme you can
contribute to an initiative which will be
advertised to over 10 million youths
from country x.
Foundation:
programme we can empower the youth
to research innovative solutions to
today’s challenges and thus bring an
added value to the scientific
community.
Youth Ministry Official
MFA Official…
Youth Council
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Content
•
•
•
•
•
What is lobbying?
Why?- the starting point of a lobbying strategy
Who?- how to choose the main actors to lobby
How?- from idea to an Action Plan
Conclusions
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
Step 3: Actions
Network and Coalitions
Formally or informally
Implement Strategy
Timeline
Evaluate Success
Very difficult evaluation
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany
General Timeframe
Nov. 2011
Define
Battlemap
Lobbying
Strategies
Establish
Partnerships
Fundraise
Prepare New
Yorkin Mannheim, Germany
11 – 13 Nov 2011
Inside or Outside Lobbying
Inside
Face to Face Meetings
E-Mailing, Letters,
Position papers
Events
Visits
Networking
Conferences
Lobbying Strategies
Outside
Press Release
Press Conference
Letter Campaigns
Grassroots mobilisation
11 – 13 Nov 2011 in Mannheim, Germany
Action Plan
Period
Lobbying Strategies
Actor
Targeted
Message
Methods
Operational
objective
11 – 13 Nov 2011 in Mannheim, Germany
Evaluation
Ex Ante
Mid-term
Final
Lobbying Strategies
• What challenges can we expect?
• How can we overcome them?
• When should we re-evaluate?
• What have we achieved so far?
• What needs to be adjusted in the project
plan?
• What went wrong?
• What do we need to do from now on?
11 – 13 Nov 2011 in Mannheim, Germany
To Summarize...
1. WHY?
- current situation
- our position towards current situation
- main message
2. WHO?
- map the battlefield
- establish supporters/challengers/neutral actors
- set most important actors and set coalitions
3. HOW?
- translate your message in the language of targets
- set main timeframe
- assess resources and decide on lobbying tools
- EVALUATE
Lobbying Strategies
11 – 13 Nov 2011 in Mannheim, Germany