The Principles of effective lobbying

EUCAM

Thursday November 25th 2010

Florence Berteletti KempSFP Director

Elevator Exercise

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Why is change so hard to achieve

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Process Evaluation4

Know what you want?3

SFP Key Achievements:

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What is the Smoke Free Partnership?

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What is the Smoke Free Partnership?

The European Respiratory Society (ERS)The European Respiratory Society (ERS)

The Smoke Free Partnership is composed of 4 Key Partners:The Smoke Free Partnership is composed of 4 Key Partners:

Cancer Research UK (CRUK)Cancer Research UK (CRUK)

The European Heart Network (EHN)The European Heart Network (EHN)

L’ Institut National du Cancer (INCa) L’ Institut National du Cancer (INCa) 6

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In 2010 the SFP continues to collaborated with The UnionIn 2010 the SFP continues to collaborated with The Union

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What is the Smoke Free Partnership?

The SFP works with policy makers to ensure that tobacco control receives adequate political attention at EU level

The SFP works with policy makers to ensure that tobacco control receives adequate political attention at EU level

The SFP mission is the effective implementation of the Framework Convention on Tobacco Control (FCTC)

The SFP mission is the effective implementation of the Framework Convention on Tobacco Control (FCTC)

The SFP promote tobacco control information and policy research in all policies, principally at EU level but also at national level

The SFP promote tobacco control information and policy research in all policies, principally at EU level but also at national level

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Our advocacy work reflects our values: It is based on partnerships, it is evidence based, efficient, effective and innovative

Our advocacy work reflects our values: It is based on partnerships, it is evidence based, efficient, effective and innovative

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What is the Smoke Free Partnership?

Since 2006, SFP has been at the forefront of key and successful

campaigns in a number of important EU TC policy areas (Tobacco Free

Europe campaign, Smokefree Policies, Tobacco Tax Directive, FCTC 5.3 guidelines, RIP cigarettes, etc…)

Since 2006, SFP has been at the forefront of key and successful

campaigns in a number of important EU TC policy areas (Tobacco Free

Europe campaign, Smokefree Policies, Tobacco Tax Directive, FCTC 5.3 guidelines, RIP cigarettes, etc…)

SFP is the only established organization working exclusively on

key EU policy analysis.

SFP is the only established organization working exclusively on

key EU policy analysis. 6

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What is the Smoke Free Partnership?

SFP draws its strengths from its strong partnership with the European institutions (EC, EP, Council), EU level organizations, MS organizations and universities.

SFP draws its strengths from its strong partnership with the European institutions (EC, EP, Council), EU level organizations, MS organizations and universities.

Because of its established and effective relationship with other key tobacco control organisation, the SFP is also able to involve other partners (WHO, FCA, EPHA, ECL, ENSP, ASH) in its campaigns.

Because of its established and effective relationship with other key tobacco control organisation, the SFP is also able to involve other partners (WHO, FCA, EPHA, ECL, ENSP, ASH) in its campaigns.

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About Burson-Marsteller Brussels

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Budget

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Our Team4

Programme components & action plan3

Project objectives

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Key SFP achievements :

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2006: Launch of lifting the Smokescreen

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Passive smoking kills 79,000 EU citizens

Best Smoke Free Research Policy Award 2006

In the presence of the Surgeon General

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SFP and ERS working together: ERS congress in Berlin

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2008…Spotlight on the FCTC series…

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1 February 2010

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24 February 2010

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31st May 2010 WNTD

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31st May 2010 WNTD

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31st May 2010 WNTD

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31st May 2010 WNTD

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31st May 2010 WNTD

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31st May 2010 WNTD

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31st May 2010 WNTD

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31st May 2010 WNTD

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About Burson-Marsteller Brussels

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Budget

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Our Team4

Our Strategy & approach

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Project objectives

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Know what you want:3

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WHO ?: The Internal Organization

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What are the strengths of

your organisation?

What are the weaknesses of

your organisation?

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WHY ?: Environment Analysis

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What are the opportunities?

What are the threats?

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TO WHOM ? : Actors

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Who are the BENEFICIARIES

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Who are your POTENTIAL

SUPPORTERS?

With whom do you need to NEGOTIATE?

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Who are your POTENTIAL

COMPETITORS?

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TO WHOM ? : setting and managing a coalition

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Other NGOS

Champions

MEPs

MPS

The Police

Health professionals

Other NGOS

Students

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On what? Selecting issues

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All forms of Advertising on all

support?

All forms of Advertising on all

support?

Advertising on print and media? Advertising on

print and media?

Advertising on the packaging? Advertising on the packaging?

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Finding out who has the dossier is key:

If more than one person has the dossier, what is the communication between them?

If the dossier does not exist, who can create it?

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On What? Where is the dossier

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How? Methods and techniques

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Lobbying• Write letter

explaining concern • Meet to discuss

facts and best practice from other countries

Support/ ResearchFind out evidence for

your arguments as well as those of others

Advocacy• Make campaign

material to gain support and involvement from others

• Write articles

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Where? Route planning

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STAP

•Other Ngos

•Health professionals

Ministries

•Health•Education•Information

society•Trade

Parliament

•Different parties

•Champions?

EP and EC

•Different DPT and MEPS. Organise a meeting in the EP, etc…

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When? Policy Process

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2009 2010 June 2010

DRAFT IARand Europe

IA consultation

1st version of the IA sent to

IAB

All Stakeholders are invited to respondYOU ARE ALL STAKEHOLDERSTHE EC NEEDS INPUT, DATA,

ASSESSMENTS , analysis SO THAT THEY CAN DO A GOOD PROPOSAL

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When? Policy Process

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End 2010/2011? 2011/12 2012 mid 2013 2014/16

Consultations TPD priorities

ECInterservice consultation

EC proposal Adopted?

Co-DecisionEP+Council2 readings:18 months

Implementation

Your input will be needed

again

About Burson-Marsteller Brussels

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Budget

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Our Strategy & approach

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Project objectives

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Programme components & action plan3

Process Evaluation4

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Where can we improve our skills?

What can we use again?What did we learn from the process?–To do our research–Don’t make assumptions–Find out who are the other stakeholders

Process Evaluation

About Burson-Marsteller Brussels

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Our Strategy & approach

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Project objectives

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Programme components & action plan3

Our Team4

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Why is change so hard to achieve?

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The status quo ‘works’ because it is known. Change is unknown, you have to prove that what you want will ‘work better’

Some people or organisations benefit from the status quo and will oppose change

Change = loss of control = unpredictable = fear

Change requires effort, negotiation, compromise, leadership

No wonder helping people and organisations to change is a specialised profession

Why is change so hard to achieve?

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Why change is needed and why now.

What you want to happen and how things will be different.

Who will benefit and who will lose out.

What it will cost and who will pay for it.

What you want someone to do when they should do it.

How you will help them.

Successful advocates communicate:

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Planning is the KEY:

CHOOSE YOUR “engagement” CAREFULLY Background - what is the issue, the processes

and timeframe? Define your messages - what do you want to

say? What is unique or special about your position?

Identify your targets - who takes the decisions? Who do they listen to? What is important to them?

Select your vehicles - activities, events, information releases, meetings, conferences, media relations, demonstrations, publicity stunts

Check the landscape - who are your allies and opponents? Track their messages and respond.

Our Strategy & approach

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Project objectives

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Programme components & action plan3

Our Team4

Budget

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Elevator Exercise:

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Which individual is the most important person for you to influence to help your work on?

If you were in a lift with this person and had 60 seconds to talk to them, what would you say?

Elevator Exercise:

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Thank you for your attention