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Module 7 - Lobbying

Lobbying is a great way to press for policy changing for animals, but can be intimidating to many. Lobbying activities can be aimed at policymakers or companies. Learn how to become a successful lobbyist in this deck from WAN, then visit our free Strategic Advocacy Course for even more information! Available here:

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Module 7 - Lobbying

  1. 1. Lobbying Module 7
  2. 2. Lobbying Purpose: To influence government policy and its implementation and to help set the political agenda Legislative Route
  3. 3. Lobbying But, just as campaign can be political or corporate, so can lobbying Influencing animal-use businesses, and their policies Market Route
  4. 4. Many Ways of Lobbying, Including: Insider advocacy (with policy makers) Consultations Face-to-face meetings Presentations Conferences etc. Demonstrating problem/solutions Legal challenges Written or verbal representations
  5. 5. Insider Advocacy – Potential Pitfalls Tokenism – representation is given to provide a veneer of democracy/consultation, but your views and opinions are not taken on board. Conflict of interests – fear of losing your insider position could prevent you from being a powerful advocate for your cause. Cooption – there is a danger of becoming coopted (peer pressure brings you to become ‘one of them’).
  6. 6. The Successful Lobbyist
  7. 7. Lobbyist: Skills/Experience A lobbyist needs: Strategic ability Interpersonal skills Knowledge of subject
  8. 8. Lobbyist: Attitude A lobbyist needs: Belief in cause Principles Optimism – set sights high Loyalty to organization To be persuasive, not argumentative To understand opponents’ views and position, but not to be won over Tenacity – never concede too early To be a tough opponent! Attitude and application are key!
  9. 9. Media Importance The media – press, radio and television (TV) – shapes public opinion It is probably the single most effective vehicle for spreading social change messages It is the most effective way of reaching mass audiences Which enables the animal protection movement to reach new supporters (and move towards critical mass) It should be a leading priority for a campaigning organization
  10. 10. Vital Components! Commitment and energy are vital components of any successful campaign: Believing you will win Dedication and commitment Persistence Being in for the ‘long haul’ Politicians as ‘sofas’ – bearing imprint of last person to have sat on them!
  11. 11. Managing Your Lobby Stay on top of everything Stay flexible & maximize opportunities Listen to the opposition! Never take ‘No’ for an answer!!
  12. 12. How Not To! Three main errors of NGO lobbying: ‘Speak First, Think Later’ Knowing ‘People in High Places’ Eating Your Way Out of Trouble - Charles Miller
  13. 13. Aim High! “The greatest danger for most of us is not that we aim too high and we miss it, but we aim too low and reach it” - Michelangelo
  14. 14. Lobbying Strategy
  15. 15. Campaign & Lobbying Lobbying should be an integral part of campaigns strategy Political Corporate Lobbying has far greater impact when part of a strategic – and phased – advocacy campaign
  16. 16. Success Criteria Key to successful lobby, is same as key to successful campaign: Strategically planned pathway Ability to take advantage of key opportunities Keeping big picture in mind (helicopter view) Lobbying: keeping finger on political/corporate pulse
  17. 17. Influence Every campaign goal involves influencing decision-makers This can be done through channels (e.g. supporters, consumers etc.) But – it is far more effective when reinforced by personal contacts
  18. 18. Key Points You need to know: How lobby fits into overall campaign strategy – ‘Strategy’ How to achieve your strategy – ‘Operations’ The legislative process (power/influence) – ‘Process’ The people involved (and motivation) – ‘Players’ The law (and practice) relating to lobbying activities You need knowledge of policy environment and… psychology!
  19. 19. Lobbying Strategy The overall aim of the lobby The targets of the lobby (President/Prime Minister, Ministers, Parliament, Political Parties, Civil Servants [departments/levels]) Channels to be used (e.g. meetings, letters, petitions, motions in Parliament, questions in Parliament, initiation of Parliamentary commissions/enquiries etc.) Arguments/influences to be used (including accurate facts, use of opinion polls etc.) Allies & opponents – including forming alliances to give added weight to the lobby
  20. 20. Public Action/Pressure "Public opinion is everything. With public sentiment nothing can fail. Without it, nothing can succeed." — Abraham Lincoln
  21. 21. Seven Stage Model Ignorance Knowledge Motivation Skills/Resources Optimism Facilitation Reinforcement (Applies equally to politicians!!)
  22. 22. Public Action/Pressure Seek to raise political awareness by campaign Media coverage/letters to editors Public letters Postcards Petitions Meetings with MPs Need to mobilize/use active supporters and groups
  23. 23. Corporate Lobbying
  24. 24. Business Business is in the game for profits This makes threats to its customers, profits or finances powerful! Can be negative or positive campaign/lobby But beware of counter action Single company focus Comparative focus Thorough research is vital
  25. 25. Channels of Influence Shareholders Suppliers Customers Media Supporters
  26. 26. Legislative Structures, Systems and Processes
  27. 27. Government Structures The ruling elite (core group who run the nation) Strategies, policies and processes Administrative functions/bureaucracy The legal system
  28. 28. Government Structures Ruling Elite Legal System Administrative Functions Policies Strategies Processes
  29. 29. Structure and Power Which government department deals with your issue? Who is the Minister responsible? Spokesperson for opposition? Relevant committees? Chairs? Secretariat? Who advises the decision makers?
  30. 30. The System Legislative system and stages? Legislative procedures? Committee system and procedures? Role of any animal welfare committee?
  31. 31. Parliamentary Processes What mechanisms are available to raise issues? Introduction of bills into Parliament? Motions/speeches for debate? Parliamentary Questions – oral and written? What are relevant parliamentary rules and procedures? Parliament information office?
  32. 32. Structures and Democracy Government structures Democratic principles Human rights Openness & transparency – freedom of information Consultation International sensitivities Animal protection & constitution
  33. 33. Enforcement 'Enforcement is of fundamental importance, because any measures to improve animal welfare can only be effective if they are properly implemented and enforced.‘ --Professor Sir Colin R W Spedding KBE, former Chairman, UK Farm Animal Welfare Council Legislation must give clear duty Allocation of responsibility? Enforcement is 90% education and advice
  34. 34. People
  35. 35. Players Involved The legislative process is controlled by people All members of legislature not equal Majority party members have more power Senior members more influential Senior legislative staff wield enormous power Know legislators – interests, past records etc. Lobby the administration (do all briefing & recs) Remember: Some aides wield power and enormous influence
  36. 36. Pyramid of Power Know the ‘Pyramid of Power’ But don’t let it rule you! There are often useful ‘pinch points’ Internal or expert pressure on the top may be most influential Political pressure sometimes needed first – importance of timing
  37. 37. People Skills Dress acceptably Be well organized Get to know people Familiarity Mirroring Be pleasant Be constructive Politeness Always say ‘thank you’
  38. 38. Exploiting Weaknesses Elected politicians – Ego and vanity Politicians’ aides – The influence game Bureaucrats – Lethargy/laziness Opposition – Facade of ‘ethical watchdog’ Elections – Crazy time! Promise anything to win.
  39. 39. Overcoming Barriers
  40. 40. Overcoming Prejudices Prejudices include: Animal welfare seen as marginal issue consideration Prejudice towards people issues Perceptions of animal protection movement (middle class luxury, white/female, ‘bunny huggers’, cat ladies etc.) Possible ways to overcome/answer: Opinion surveys in different communities to demonstrate popular support Show that situation can improve without substantial cost Show potential costs of inactivity Suggested arguments – see next slide
  41. 41. Use International Policy International animal welfare policy (and international opinion) can be a powerful lobbying tool! Know the international policy environment, and use this in your lobbying See WAN website Ask WAN for advice, if in doubt
  42. 42. Reasons for animal protection: Altruistic: Protection of animals for their own sakes, recognizing the intrinsic value of animal life Moral/ethical: 'The greatness of a nation and its moral progress can be judged by the way its animals are treated' Gandhi International acceptance: As above, but playing on a country's desire for international acceptance and regard Democracy: The 'people want it' Protecting country's fauna 'heritage': Domestic animals/wildlife Humanistic/social: Preventing animal cruelty because this can have adverse impact upon human values and actions Public health: Protecting animal and public health Ownership/responsibility: Encouraging responsibility (liability) Economic: Following changing consumer trends and competition
  43. 43. Importance of High Standards Status of animals can be raised by improvements to legislation Practical treatment can by raised by high legislative provisions/enforcement Opponents – include vested financial interests – will seek to lower standards Animal protection organizations are advocates for voiceless – animals Time element – legislative timetable and animals not priority so: MAKE MOST OF PRESENT OPPORTUNITY
  44. 44. Researching and Using Opportunities Constant political environmental ‘scanning’ Conferences International highlights/activities e.g. UN/OIE activities, World Animal Day Official press releases Current major concerns e.g. Climate change, obesity, health, etc.
  45. 45. Communicating your Message
  46. 46. Communications Briefing – one page or Annex Formal letters ranked highest E-mails (and faxes) becoming more acceptable E-lobbying e.g. Advocacy Online Don’t only write – talk too if possible Follow telephone call by written confirmation Protests – numbers versus originality
  47. 47. Information Credibility Reliable research is essential Accurate and well-presented Don’t be over-emotional or exaggerate You might need/use European or other precedents Scientific evidence may already exist (or consider commissioning)
  48. 48. Making Commitments Stick Record in writing Record with press conference Staged live interview (TV, radio) Inclusion in election manifesto Get commitment at public meeting Get commitment at conference
  49. 49. Just Do It! Don’t be intimidated… Remember, lobbying is your democratic right

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  • TiffanyGreen4

    Jun. 17, 2016
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    Oct. 12, 2017
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    Feb. 1, 2019
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    May. 24, 2020
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    Jun. 19, 2021

Lobbying is a great way to press for policy changing for animals, but can be intimidating to many. Lobbying activities can be aimed at policymakers or companies. Learn how to become a successful lobbyist in this deck from WAN, then visit our free Strategic Advocacy Course for even more information! Available here:


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