Recently, I was asked for help on an issue. After discussing the issue, I declined the work. First, I did not have the time needed to do a good job. Second, it was outside my narrow zone of competence. It is a lot easier to do good work in the few areas that you’ve mastered than in something new.
The only thing I could do was hand over this checklist outlining how I would have approached their campaign to influence an EU decision.
It involves four stages and twenty-four steps before execution begins.
Most campaigns in Brussels miss these stages and steps. Doing this more or less invites failure.
5 Stages
Stage 1 is about being clear about what you want. Is it realistic and achievable? Are you asking for something as minor as a Treaty change by the back door? Do you and your colleagues want to spend the next 5-10 years of their lives working on this?
Stage 2 is the fundamental research. It is often skipped. I’ve noticed that how you see the issue and how decision-makers and key influencers see the matter are frequently out of sync. If this is the case, one of you is wrong, and if you think it is the decision-maker, it is going to be extra difficult for you to persuade them that your “world-view” is correct and they are wrong. Nevertheless, this is a common oversight in Brussels. I’ve not yet met anyone persuasive enough, by their magnetic personality alone, to secure near-instant belief conversion among key decision-makers. If you can do this, please contact me.
Stage 3 involves taking your research and documenting it in writing. You’ll need the right evidence from the right people, who are respected by the right decision-makers you are seeking to persuade with a viable solution.
Stage 4 involves putting your research into a plan to bring about the goal. I teach a course at Maastricht University on just about lobby plans.
Only after Stages 1-4 and the 24 steps should you start campaigning.
Stage 5: Implement the Plan.