Why are you not listened to in Brussels – and what you can do to change it.

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A lot of interests have the sense that they are not listened to in EU Brussels.
They are likely right.
I’ve long been curious why does  an ancient Professor or the fishing industry, have more policy and political clout than a leading CEO or economic powerhouse industry.
I’ve seen firsthand that the meek and (economically) small have policy and political influence that major players can only dream of.
Why you are not listened to
If you find your message ignored, it could be for any number of reasons that I’ve seen:
  1. You don’t turn up or infrequently.
  2. You turn up late.
  3. You speak a language that is not understood in policy-focused Brussels. This is not the land of ‘transactional’ support.
  4. You don’t want any EU action.
  5. You actively campaign against the EU or criticise it.
  6. Your representatives are technical and regulatory
  7. Your trade association or NGO is not serious about its craft, and it shows.
  8. Many officials are introverts. A policy retreat in Florence is the place to be.
  9. You, or your predecessor, did something very silly, picked a fight, and are locked out for a few years.
  10. You are not trusted.
  11. You say one thing and do another.
  12. Your issue is not on the EU agenda.
  13. The Commission’s interest in your area is low to nil. Do you have a Directorate-General assigned to your issue?
  14. You lack broad and strong political relations with many Member States.
  15. Have weak public policy requests, along with supporting evidence and solutions.
  16. Your EU public policy resourcing is low and inconsistent.
  17. You are perceived as being wedded to a single political interest.
  18. You are seen as not doing ‘good deeds’.
  19. Brussels is where you send your staff to be pensioned off.
  20. You have little to no access to key decision-makers / politicians in the Member States.
  21. You don’t listen.
How to be listened to – Case Studies
The fishing industry (catching, not farming) has more political clout than many. I’ve met some of the best lobbyists there.
  1. They have excellent relations with key officials in Brussels and Member States.
  2. They have excellent relations with national Parliamentarians and MEPs,
  3. They turn up constantly.
  4. They are embedded in the policy-making and system. Some even turn up as part of the government’s negotiating teams.
  5. They have a DG, EP Committee, and Council formation dedicated to addressing their issue.
  6. Their people are very good at their craft: only master craftsmen, no apprentices.
  7. They have well-resourced their trade association for a long time.
  8. They provide compelling political, policy, and technical communication.
  9. When needed, they work with the national and EU media, which puts most to shame.
  10. They can speak the right language.
  11. They know the real windows of opportunity. When others are asleep or unaware, they have the decision sown up.
  12. They work across political divides.
  13. They do some good charitable work in countries.
  14. They want EU action. It is important to them.
  15. They have been doing this very effectively for longer than most people reading this have been alive.
The late Tony Long, founder of the WWF’s European Policy Office, helped elevate conservation in the EU. He had direct access to the offices of Commissioners, Director-Generals, and Prime Ministers, as well as numerous CEOs. He could speak the right language. He turned up and was in for the long haul. He took points 1-21 and reversed them. Long-term influence was not about column inches but co-opting of policy into mainstream thinking and delivering real conservation benefits on the ground for all to see.
I worked for a wonderful Swedish Philanthropist, the late Bjorn Carlson. Commissioners re-scheduled their agendas to meet him when he came to town. He employed one of the most effective lobbyists I’ve ever worked with to support his Foundation’s work. His practical good projects showed that he was serious about improving things.
There are a few people I could mention who have reversed decades of policy and political failure, but that can wait another day
Securing policy and political success in Brussels is not a matter of black magic. It is possible. It is not easy. Most don’t want to take the consistent steps necessary to get there.

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