I was surprised to be told that most lobbying job adverts focus on issue/technical expertise.
Strangely, there is little interest in the ability to do the actual job of an effective lobbyist.
Below are some core things I’d look for in a lobbyist (PDF and Mindmap).
You’ll see that I put issue expertise at the end. It is helpful to have. I once had a job interview with WWF, during which I was asked about my understanding of NGO participation in RMFOs. One of the interviewers had a copy of a report in front of them. I asked them to open the report and turn to the acknowledgement section. They saw that I had worked as the research assistant for the Professor who had written the report.
I’ve worked for two effective NGOs, IFAW and WWF. They had plenty of issue experts, often the world’s leading experts. I was fortunate that many, though not all, could communicate in words that I understood. They realised that most experts don’t make great campaigners or lobbyists.
I have not listed AI – apologies. And I’ve not listed access. Trust comes with time.
I’ve worked with some issue experts – actual experts – who I’d be comfortable meeting officials and politicians uncoached. Those are the ones who insisted on a lot of preparation. I’ve worked with some of the top experts in their field. They all demanded prep sessions and rehearsals.
In my limited experience – 28 years – I’ve never seen a direct link bewteen issue expertise and the ability to be an effective campaigner or lobbyist. Usually, it is the opposite.
Fundamentals
I’ve focused on the fundamentals.
If you don’t understand the process, you are lost. I’d be more comfortable with a YouTube-certified medical doctor performing surgery with rusty utensils than a lobbyist advising someone on the legislative or regulatory procedure that the lobbyist had no clue about. Less harm is likely.
There are some basic skills. If a lobbyist can’t communicate clearly and concisely and thinks 5-page notes in Sanskrit is the way to persuade, there is a problem. If you don’t like people, think shouting is a standard means of communication, and are repulsed by dealing with civil servants and politicians, maybe another cloistered work environment is better.
I think the ability to learn and unlearn is key. You’ll need to come up to speed with many things quickly, usually overnight. You’ll need to be able to drop what does not work. If you continue with only one gameplay and one that does not work, and you can’t adopt and pivot, you’ll be of little use. I’ve seen more defeats because of this trait than any other factor. People could not move away from a strategy and tactics they believed in that had little to no chance of success—blind faith and being unable to learn from what did not work led to defeat. A tell-tale sign that this is the reason is when you hear about “conspiracies” with enemies, real and imagined.
If you have any suggestions on core skills a lobbyist should have, please leave them in the comments.