lobbying_fullcover:lobbying 30/09/2008 09:54 Page 1 "This book covers the waterfront of what Lobbying is a global industry which thrives wherever democratic "The leading book on lobbying by the UK's lobbying is, why we need it, who the key governments are established. This book straddles the globe, from the Lobbying leading expert. Lionel Zetter takes a players are and how it all works. Lionel USA to Japan. It covers the Westminster and Scottish Parliaments, and comprehensive, in-depth approach and Zetter has combined hard facts, expert the Welsh, Northern Ireland and London Assemblies. It examines the Lionel Zetter writes with authority and enthusiasm. interpretation and real-world practitioner lobbying scenes in the USA and Brussels. Finally, the book also deals with Whether you're in PR, PA, in house, insights into a very readable whole." Asia, and touches on the Middle East. consultancy or a client - this is the book for Tim Rycroft, Diageo you." This book examines and explains all aspects of lobbying in an expert yet Elisabeth Lewis-Jones, President, the accessible manner. Areas covered include: "Rigorous and insightful...the definitive Chartered Institute of Public Relations handbook for anyone interested in the • The historical background to lobbying, and the ethical and regulatory craft of lobbying, from industry veteran frameworks "If you read only one book on lobbying, make sure it's this one. Zetter's mastery of his to A-Level politics student." • The mechanics of lobbying, and the techniques employed by lobbyists subject proves why the industry voted him John Lehal, Managing Director, around the world Insight Public Affairs Public Affairs Personality of the Year 2008." • The various types of lobbying and public affairs campaigns Francis Ingham, Director General & "Public affairs in the UK has no more • Advice on how to break in to lobbying Managing Director, Public Relations diplomatic an ambassador and no more Consultants Association valiant a champion than Zetter." • The procedure for appointing a public affairs consultancy Jonathan Bracken, Partner and Head of • How to use third party advocates in support of a campaign "Public affairs, so often misunderstood and Public Policy, Bircham Dyson Bell poorly explained, has a superb champion in The author is an acknowledged expert in his field, and this book Lionel Zetter: he writes a brilliant analysis of Lionel Zetter represents a distillation of his decades of experience. There are also ‘top lobbying that is a must read for anyone tips’ from some of the most senior lobbyists in the world, as well as wanting to understand the industry, from the The author has been associate director of contributions from elected politicians. seasoned practitioner to the curious the Media Information Group, company Lionel Zetter observer." secretary of PR+CI, managing director of Robbie MacDuff, Director of Public Affairs, "If you buy one book about lobbying make it this one" Parliamentary Monitoring Services Ltd and Precise Public Affairs and Chair of the Jon McLeod, Chairman, UK Public Affairs, Weber Shandwick Political Wizard Ltd, and non-executive Association of Professional Political deputy chairman of Dods Parliamentary Consultants (APPC) Communications Ltd. He is a former "This will be the new Bible for lobbyists. An indispensable guide for chairman of the Government Affairs public affairs professionals." Neil Sherlock, Partner Public Affairs, KPMG "Lionel Zetter understands better than most Group, and former president of the the realities of lobbying and its relevance to Chartered Institute of Public Relations. He good governance in the UK. This is an is a member of the NUJ, and a Fellow of "The best book on the art of lobbying yet written" Iain Dale, Blogger and publisher, Total Politics Lobbying affectionate yet serious analysis by somebody the Royal Society of Arts. In 2008 he was who cares about the lobbying industry. It voted Personality of the Year by the "The best definition of politics is who gets what, when, where and how. should be read by anybody who wants to readers of Public Affairs News. This excellent book shows you the when, where and how." understand how British politics really - Edmund King, President, Automobile Association The Art of Political Persuasion works..." He is currently an independent consultant, Peter Bingle, Chairman, a director of the Enterprise Forum, and Bell Pottinger Public Affairs vice president of PublicAffairsAsia. ISBN 978-1905641697 "Comprehensive, wide ranging and accessible...the first book to span the world Hh Harriman House Hh Hh of lobbying from London, Brussels and £24.99 9 781905 641697 Washington to Asia." David Earnshaw, Chairman, Burson-Marsteller Brussels Lobbying The Art of Political Persuasion by Lionel Zetter HARRIMAN HOUSE LTD 3A Penns Road Petersfield Hampshire GU32 2EW GREAT BRITAIN Tel: +44 (0)1730 233870 Fax: +44 (0)1730 233880 Email: [email protected] Website: www.harriman-house.com First published in Great Britain in 2008 Copyright © Harriman House Ltd The right of Lionel Zetter to be identified as the author has been asserted in accordance with the Copyright, Design and Patents Act 1988. 978-1-905641-69-1 British Library Cataloguing in Publication Data A CIP catalogue record for this book can be obtained from the British Library. All rights reserved; no part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise without the prior written permission of the Publisher. This book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover other than that in which it is published without the prior written consent of the Publisher. We have done our utmost to contact all the necessary copyright holders prior to publication for all photos and press clippings that are not owned by the author. Printed and bound in Great Britain by Athenaeum Press Limited, Tyne & Wear. No responsibility for loss occasioned to any person or corporate body acting or refraining to act as a result of reading material in this book can be accepted by the Publisher, by the Author, or by the employer of the Author. Praise for Lobbying “If you read only one book on lobbying, make sure it's this one. Zetter's mastery of his subject proves why the industry voted him Public Affairs Personality of the Year 2008.” – Francis Ingham, Director General & Managing Director, Public Relations Consultants Association “The leading book on lobbying by the UK's leading expert. Lionel Zetter takes a comprehensive, in-depth approach and writes with authority and enthusiasm. Whether you're in PR, PA, in house, consultancy or a client – this is the book for you.” – Elisabeth Lewis-Jones, President, Chartered Institute of Public Relations “Public affairs, so often misunderstood and poorly explained, has a superb champion in Lionel Zetter: he writes a brilliant analysis of lobbying that is a must read for anyone wanting to understand the industry, from the seasoned practitioner to the curious observer.” – Robbie MacDuff, Director of Public Affairs, Precise Public Affairs and Chair of the Association of Professional Political Consultants (APPC) “This will be the new Bible for lobbyists. An indispensable guide for public affairs professionals.” – Neil Sherlock, Partner Public Affairs, KPMG “The best book on the art of lobbying yet written.” – Iain Dale, Blogger and publisher Total Politics “If you buy one book about lobbying make it this one.” – Jon McLeod, Chairman, UK Public Affairs, Weber ShandWick iii Lobbying – The Art of Political Persuasion “Lionel Zetter understands better than most the realities of lobbying and its relevance to good governance in the UK. This is an affectionate yet serious analysis by somebody who cares about the lobbying industry. It should be read by anybody who wants to understand how British politics really works ...” – Peter Bingle, Chairman, Bell Pottinger Public Affairs “To my knowledge this book is unique in its breadth, depth and geographical scope and I have no doubt that it will quickly become established as an essential companion for public affairs practitioners. It pulls off the unusual feat of being both practical and entertaining and, in my experience, it all rings true. It is an added bonus that Lionel Zetter's fabled network of contacts has also enabled him to pull together incisive and useful tips from senior practitioners across the lobbying business.” – Michael Burrell, Edleman “The best definition of politics is who gets what, when, where and how. This excellent book shows you the when, where and how.” – Edmund King, President, Automobile Association “Lionel runs the range from nuts and bolts public affairs handbook to lobbying masterclass – this will be required reading for lobbyists, clients and policymakers.” – KeVin Bell, Regional President, Fleishman Hillard UK, Africa and the Middle East “This book is great! As someone who has almost been around as long as Lionel – it was great to have such an up-to-date take on who we are, what we actually do and why we are worth it. This book is very informed, illuminating and, I think, the ultimate guide to lobbying.” – Gill Morris, Managing Director, Connect Public Affairs “This book covers the waterfront of what lobbying is, why we need it, who the key players are and how it all works. Lionel Zetter has combined hard facts, expert interpretation and real-world practitioner insights into a very readable whole.” – Tim Rycroft, Diageo iv Praise for Lobbying “Comprehensive, wide ranging and accessible...the first book to span the world of lobbying from London, Brussels and Washington to Asia.” – David Earnshaw, Chairman, Burson-Marsteller Brussels “Zetter provides one of the most in-depth analyses of lobbying and how it works. Unlike many, he has looked beyond Brussels, Westminster and the Beltway to examine the role of lobbying in the emerging markets.