How can I be a successful lobbyist

Politicians are independent thinking and mostly very analytical people who carefully weigh up and check which topic they want to sponsor and for which standpoints they want to stand up. If his decision-making parameters are observed, the MP can quickly be convinced of the association's positions.

Expectations of a member of professional association representatives
The gathering of relevant information regarding planned or ongoing legislative procedures is a very central part of their daily work for MPs. Therefore, they are dependent on the information that is brought to them from outside. Political decision-makers do not take in unfiltered (as mentioned - this is where the gatekeeper intervenes) all of the information they receive. In addition, they have clear expectations of professional input from association representatives.

In principle, it is assumed that the interlocutor has knowledge of the responsibilities and the scope of action the MP has. The stakeholders must also be familiar with the processes and procedures to which the respective MP is subjected. The MP also expects that the information provider in his or her subject has precise knowledge of the facts and their interrelationships and can substantiate these precisely with facts, figures and backgrounds.

MEPs assume that a clear assessment of the potential impact is based on honest and unemotional information. In addition, the parliamentarian expects that the representative of the association can also classify his interests politically and ideally provide him with argumentation modules for the media and political debate that cannot be assigned to an association representative straight away. For the MPs, therefore, the complete disclosure of all clients, intentions and goals of his counterpart is self-evident.

1. Basic requirement: positivity
“What do I get out of it?” This question will be asked by the MEP when an association representative addresses it. He will think about the matter if he can see something positive in it - especially for himself. But be careful, positive is not always positive. The main thing here is to think in terms of the previous actions of the MP to be addressed and the corresponding party values.

2. Relation to the constituency
Are companies and / or people from the MP's constituency affected? If this question can be answered with yes, the probability of winning the MP for your own cause increases. Ideally, the consequences and effects can be precisely quantified or substantiated with concrete fates.

3. Easily digestible
Dry, boring and unsolvable problems rarely interest an MP. In order to increase the success of an address, your own concern should have that “certain something”, and that must be immediately recognizable. Association representatives are absolute experts in their subject areas. The specialist politician will not immediately understand technical terms, figures, facts and backgrounds. In order to interest him in the relevant topic, it is advisable to present the issue as easily understandable and transportable as possible. It is important to pay attention to language and formulations.

4. The dramaturgy of the topic
Ideally, the topic has a certain topicality or the point of view provides new arguments / facets. If emotions can be aroused with the matter, the chances are not bad of winning the MP for himself, because he in turn wins the guaranteed attention of the public - a plus point for both sides. The concern should be scalable. Similar to the theater, a tension curve can be built up in this way, which leads to the importance of the topic increasing.

5. Realism
Knowing the typical problem areas and disputes in politics helps to translate your own concerns into a political problem. Only then is there a chance of a place on the political agenda. Solvability also plays an important role here. This larger frame is essential for the success of an address.

6. Make the political personal
The aim of an address is so that the MP can identify with the matter. Due to the exclusivity of the topic (no one has dealt with the topic before), the proximity to the specialist area (responsibility), the reference to the elected holder himself (social commitment) and the reference to relevant party congress resolutions, it is possible to use the MP as a godparent for one's own concerns to win.
by Deniz Üster and Christian H. Schuster, ADVERB


Stand up if you are lobbyists!

The image of stakeholders in associations is a disaster. Stakeholders suffer from round-table simplifications and exaggerated prejudices. The public, which is increasingly but wrongly said to be disenchanted with politics, has over the years established an image in their heads that reality cannot describe more polemically: the all-powerful associations dictate the laws to politicians, say where it is long, and also determine the media coverage.

This is by no means the case: Because it is precisely the media that, regrettably, portray a negative image of interest representatives in public, without attaching importance to ensuring balanced reporting. Instead of painting a prejudice-free picture, taking negative and positive aspects into account, the representation of interests is increased in this way by the media to an almost diabolical opponent of democracy.


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