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Michael Burrell Blank Page a Thorogood Report THOROGOOD PROFESSIONAL INSIGHTS A SPECIALLY COMMISSIONED REPORT LOBBYING AND THE MEDIA: WORKING WITH POLITICIANS AND JOURNALISTS Michael Burrell Blank page A Thorogood Report LOBBYING AND THE MEDIA: WORKING WITH POLITICIANS AND JOURNALISTS Michael Burrell Published by Thorogood Other Thorogood 10-12 Rivington Street Reports: London EC2A 3DU t: 020 7749 4748 European Lobbying Guide f: 020 7729 6110 Bryan Cassidy e: [email protected] w: www.thorogood.ws Internal Communications James Farrant © Michael Burrell 2001 Managing Reputation in Cyberspace All rights reserved. No part of this David Phillips publication may be reproduced, stored in a retrieval system or transmitted in any form Public Affairs Techniques or by any means, electronic, photocopying, for Business recording or otherwise, without the prior Peter Wynne-Davies permission of the publisher. New Media in Corporate This Report is sold subject to the Communications condition that it shall not, by way of trade Mic Cady or otherwise, be lent, re-sold, hired out or otherwise circulated without the publisher’s Managing Corporate prior consent in any form of binding or Reputation cover other than in which it is published Simon Scott and without a similar condition including Practical Techniques for this condition being imposed upon Effective Lobbying the subsequent purchaser. Charles Miller No responsibility for loss occasioned to Power over Stress any person acting or refraining from action as at Work a result of any material in this publication can Dr Daniel Araoz be accepted by the author or publisher. Strategic Customer A CIP catalogue record for this Report Planning is available from the British Library. Alan Melkman ISBN 1 85418 240 4 Printed in Great Britain by printflow.com Acknowledgements I could not have written this Report without the support and wisdom of many of my colleagues and competitors.To the extent that it contains useful advice, they should take much of the credit.To the extent that there are errors of fact or judgement, they are mine alone. I should particularly like to thank:Leighton Andrews (Westminster Strategy),Maurits Bruggink (Grayling Political Strategy,Brussels), Howard Dawber (Bell Pottinger), Jim Eadie (Strategy in Scotland),Richard Gordon (Stormont Strategy), Joy Johnson (GPC),Heidi Lambert (Heidi Lambert Communications,Brussels),Matteo Maggiore (Grayling Political Strategy,Brussels),Glyn Matthias (Strategy Wales),Huw Roberts (Strategy Wales) and Laura Sandys. Of the texts that I have consulted, I should particularly mention: Philip Norton, The British Polity, Longman, 2001, Andrew Rawnsley, Servants of the People, Hamish Hamilton, 2000 and articles by Stephen Coleman, Research Director of the Hansard Society. The author Michael Burrell was educated at St Peter’s College, Oxford, where he read Philosophy,Politics and Economics,specialising in international relations.He began his journalistic career on newspapers in Durham and Brighton,before joining the Parliamentary lobby.Based in the House of Commons press gallery,he reported on both Westminster and Whitehall and the European Union, covering summit meetings around Europe and plenary sessions of the European Parliament in Strasbourg. He began his career in lobbying in 1983,founding Westminster Strategy,of which he is now Chairman,in 1986.Since 1999 he has been Chairman of the UK lobbying industry’s self-regulatory body,the Association of Professional Political Consultants (APPC). CONTENTS Contents INTRODUCTION 1 1AN INTRODUCTION TO LOBBYING 3 What is lobbying? .........................................................................................4 Where does the word ‘lobbying’ come from? ...............................................5 Lobbying in Washington ...............................................................................5 Lobbying in Britain and Brussels ..................................................................6 The ‘cash-for-questions affair’ ........................................................................7 The Association of Professional Political Consultants ..................................9 2HOW TO LOBBY 11 The rules of lobbying .................................................................................12 INVOLVING THE MEDIA – THE CASE FOR 3 AND THE CASE AGAINST 18 Media exposure ..........................................................................................19 Circumstances to consider before promoting media interest ....................20 Circumstances where you would be well advised to promote media interest ..........................................................................22 CONTENTS 4WHITEHALL AND WESTMINSTER 24 The senior civil service ..............................................................................25 The power of the Prime Minister and Cabinet Ministers ...........................27 Where does power lie within the executive? .............................................28 Parliament ...................................................................................................28 The initiation and formulation of public policy in Britain .........................30 THE DOWNING STREET PRESS OFFICE, 5 THE LOBBY AND THE NATIONAL MEDIA 32 The Downing Street Press Office ...............................................................33 The lobby ...................................................................................................35 The national media .....................................................................................36 6SCOTLAND, WALES AND NORTHERN IRELAND 38 Scotland ......................................................................................................39 Wales ..........................................................................................................41 Northern Ireland ........................................................................................42 THE EUROPEAN UNION AND THE 7 BRUSSELS PRESS CORPS 44 The European Union ..................................................................................45 The Brussels press corps ............................................................................47 Media targets ..............................................................................................49 CONTENTS 8MERGERS AND ACQUISITIONS 51 Lobbying and media relations campaigns ..................................................53 9THE INTERNET 55 The impact of the Internet on lobbying .....................................................56 The main political uses of the Internet ......................................................58 The role of online media in lobbying .........................................................59 Text messaging ...........................................................................................60 10 HOW TO WORK WITH JOURNALISTS 61 The basic tools of media relations ..............................................................62 What to avoid when dealing with journalists .............................................65 CONCLUSION 69 INTRODUCTION Introduction This is a how-to guide:how to lobby,how to handle the media and when and how to use media relations in support of direct lobbying. The practical advice is primarily aimed at those who are both lobbying and dealing with journalists, though it should equally be of some interest to those who are doing one or the other. Although many of the principles explained are applicable anywhere, it is primarily designed to help consultants and in-house lobbyists based in the United Kingdom and Brussels. The first chapter provides an introduction to lobbying, explaining its origins, describing the growth of professional lobbying in Britain and Brussels and looking at recent controversies surrounding lobbying in Britain, notably ‘cash for questions’ and ‘Drapergate’. This is followed by a ‘how-to’guide to ethical and effective lobbying,with a series of concrete and practical tips on how best to make your case to officials and politicians. A central theme of the Report is the issue of whether and how to adopt a media relations strategy in support of a lobbying campaign. Often, where a campaign is well on the road to success or alternatively where the issues involved are very technical,it makes no sense at all to involve the media and can even be damaging. However,there will be many occasions when a media campaign can provide vital support to lobbying – and this Report offers clear guidance on when this is likely to be so. Although the general principles of dealing with politicians,officials and journalists are the same the world over, the professional campaigner needs to be aware of the specific political and media landscapes in the key locations where he (or she; please accept ‘he’in this Report as a simple abbreviation) may need to operate. So,after a whistle-stop tour of Whitehall and Westminster,the Report looks in detail at the London media, including the Parliamentary lobby,as well as the media in Scotland,Wales and Northern Ireland. A review of the European Union institutions is followed by a detailed overview of the Brussels press corps,perhaps the largest single concentration of journalists in the world, and how to engage with it. One of the situations where it will often be vital to run a co-ordinated lobbying and media strategy will be in the case of a contested takeover bid.The Report examines how lobbyists work with financial public relations consultants,lawyers and investment bankers to maximise the chances of success. 1 INTRODUCTION
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