Lobbying : the Art of Political Persuasion - Trung tam WTO

481 Pages·2008·1.77 MB·English

by  Zetter, Lionel.

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 leading expert. Lionel Zetter takes a
L
players are and how it all works. Lionel USA to Japan. It covers the Westminster and Scottish Parliaments, and Lionel Zetter comprehensive, in-depth approach and
Zetter has combined hard facts, expert the Welsh, Northern Ireland and London Assemblies. It examines the o 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. b 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 b
Elisabeth Lewis-Jones, President, the
accessible manner. Areas covered include:
"Rigorous and insightful...the definitive Chartered Institute of Public Relations
y
handbook for anyone interested in the • The historical background to lobbying, and the ethical and regulatory
craft of lobbying, from industry veteran frameworks i "If you read only one book on lobbying,
to A-Level politics student." n make sure it's this one. Zetter's mastery of his
• The mechanics of lobbying, and the techniques employed by lobbyists
John Lehal, Managing Director, subject proves why the industry voted him
around the world
Insight Public Affairs g 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
• The procedure for appointing a public affairs consultancy
valiant a champion than Zetter."
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
represents a distillation of his decades of experience. There are also ‘top
Lionel Zetter 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
L observer."
secretary of PR+CI, managing director of
i Robbie MacDuff, Director of Public Affairs,
"If you buy one book about lobbying make it this one"
Parliamentary Monitoring Services Ltd and o
Precise Public Affairs and Chair of the
Jon McLeod, Chairman, UK Public Affairs, Weber Shandwick Lobbying
Political Wizard Ltd, and non-executive
n Association of Professional Political
deputy chairman of Dods Parliamentary
"This will be the new Bible for lobbyists. An indispensable guide for e Consultants (APPC)
Communications Ltd. He is a former
public affairs professionals." l
chairman of the Government Affairs "Lionel Zetter understands better than most
Group, and former president of the Neil Sherlock, Partner Public Affairs, KPMG Z
the realities of lobbying and its relevance to
Chartered Institute of Public Relations. He e
good governance in the UK. This is an
"The best book on the art of lobbying yet written"
is a member of the NUJ, and a Fellow of t affectionate yet serious analysis by somebody
Iain Dale, Blogger and publisher, Total Politics
the Royal Society of Arts. In 2008 he was t
who cares about the lobbying industry. It
e
voted Personality of the Year by the
should be read by anybody who wants to
"The best definition of politics is who gets what, when, where and how.
r
readers of Public Affairs News.
This excellent book shows you the when, where and how." The Art of Political Persuasion understand how British politics really
works..."
- Edmund King, President, Automobile Association
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 Hh Hh of lobbying from London, Brussels and
Harriman House £24.99
9 781905 641697
Washington to Asia."
David Earnshaw, Chairman,
Burson-Marsteller Brussels
Lobbying
The Art of Political Persuasion
by Lionel Zetter
HARRIMANHOUSELTD
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Petersfield
Hampshire
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FirstpublishedinGreatBritainin2008
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978-1-905641-69-1
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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
PersonalityoftheYear2008.”
– Francis Ingham, Director General & Managing Director, Public Relations
ConsultantsAssociation
“TheleadingbookonlobbyingbytheUK'sleadingexpert.LionelZettertakes
acomprehensive,in-depthapproachandwriteswithauthorityandenthusiasm.
Whetheryou'reinPR,PA,inhouse,consultancyoraclient–thisisthebook
foryou.”
–ElisabethLewis-Jones,President,CharteredInstituteofPublicRelations
“Public affairs, so often misunderstood and poorly explained, has a superb
championinLionelZetter:hewritesabrilliantanalysisoflobbyingthatisa
mustreadforanyonewantingtounderstandtheindustry,fromtheseasoned
practitionertothecuriousobserver.”
–RobbieMacDuff,DirectorofPublicAffairs,PrecisePublicAffairsandChair
oftheAssociationofProfessionalPoliticalConsultants(APPC)
“This will be the new Bible for lobbyists. An indispensable guide for public
affairsprofessionals.”
–NeilSherlock,PartnerPublicAffairs,KPMG
“Thebestbookontheartoflobbyingyetwritten.”
–IainDale,BloggerandpublisherTotalPolitics
“Ifyoubuyonebookaboutlobbyingmakeitthisone.”
–JonMcLeod,Chairman,UKPublicAffairs,WeberShandwick
iii
Lobbying–TheArtofPoliticalPersuasion
“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
analysisbysomebodywhocaresaboutthelobbyingindustry.Itshouldberead
byanybodywhowantstounderstandhowBritishpoliticsreallyworks...”
–PeterBingle,Chairman,BellPottingerPublicAffairs
“Tomyknowledgethisbookisuniqueinitsbreadth,depthandgeographical
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
featofbeingbothpracticalandentertainingand,inmyexperience,itallrings
true.ItisanaddedbonusthatLionelZetter'sfablednetworkofcontactshas
also enabled him to pull together incisive and useful tips from senior
practitionersacrossthelobbyingbusiness.”
–MichaelBurrell,Edleman
“Thebestdefinitionofpoliticsiswhogetswhat,when,whereandhow.This
excellentbookshowsyouthewhen,whereandhow.”
–EdmundKing,President,AutomobileAssociation
“Lionelrunstherangefromnutsandboltspublicaffairshandbooktolobbying
masterclass – this will be required reading for lobbyists, clients and
policymakers.”
–KevinBell,RegionalPresident,FleishmanHillardUK,AfricaandtheMiddle
East
“Thisbookisgreat!AssomeonewhohasalmostbeenaroundaslongasLionel
–itwasgreattohavesuchanup-to-datetakeonwhoweare,whatweactually
do and why we are worth it. This book is very informed, illuminating and, I
think,theultimateguidetolobbying.”
–GillMorris,ManagingDirector,ConnectPublicAffairs
“Thisbookcoversthewaterfrontofwhatlobbyingis,whyweneedit,whothekey
playersareandhowitallworks.LionelZetterhascombinedhardfacts,expert
interpretationandreal-worldpractitionerinsightsintoaveryreadablewhole.”
–TimRycroft,Diageo
iv
PraiseforLobbying
“Comprehensive,widerangingandaccessible...thefirstbooktospantheworld
oflobbyingfromLondon,BrusselsandWashingtontoAsia.”
–DavidEarnshaw,Chairman,Burson-MarstellerBrussels
“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
Beltwaytoexaminetheroleoflobbyingintheemergingmarkets.Buthehas
also done much more than just look at the mechanics of lobbying, he has
providedoneofthemostcomprehensiveanalysesofthelegitimacyoflobbying
in today's democracies. By doing that he has done a service not just for the
lobbying industry, but to politicians, civil servants and political scientists
alike.”
–SachaDeshmukh,ChiefExecutive,MandateCommunications
“PublicaffairsintheUKhasnomorediplomaticanambassadorandnomore
valiantachampionthanZetter.”
–JonathanBracken,PartnerandHeadofPublicPolicy,BirchamDysonBell
“Rigorous and insightful...the definitive handbook for anyone interested in
thecraftoflobbying,fromindustryveterantoA-Levelpoliticsstudent.”
–JohnLehal,ManagingDirector,InsightPublicAffairs
“Lionel Zetter has done lobbying a big favour. His excellent book explains
why well-conducted lobbying is as crucial and relevant to good government
todayasintheearliestdaysofdemocracy.Hiscomprehensiveperspectiveon
the modern scene, coupled with wise tips and practical advice, will be
invaluable to everyone who can now learn from his experience. The
descriptionsofthedifferentartsandskillsrequiredforlobbyingthedevolved
administrations in the UK, and in Europe, the USA and Asia, make this
essentialreadingforallconcerned.”
–BarneyHolbeche,ChiefParliamentaryAdviser,NationalFarmer’sUnion
v

About the author
Lionel Zetter was born in Glasgow. He was
educated at American International Schools
before going to Bekhamsted School and then
ontotheUniversityofSussex.HetookaBA
Hons in History and African and Asian
Studies and an MA in Strategic Studies. He
has travelled widely throughout Europe,
AfricaandAsia.
On the political front the author has
worked in the House of Commons and the
HouseofLords,andalsoinConservativeCentralOffice.Hehasalsobeena
Conservative association chairman, branch chairman, election agent and
parliamentarycandidate.
DuringhisprofessionalcareerLionelwasanassociatedirectoroftheMedia
Information Group, and company secretary of Political Research and
Communications International. He went on to become managing director of
Parliamentary Monitoring Services Ltd and Political Wizard Ltd, and non-
executivedeputychairmanofDod’sParliamentaryCommunicationsLtd.
HehasbeenchairmanoftheGovernmentAffairsGroupandpresidentof
the CIPR. He is a Fellow of the CIPR and the Royal Society of Arts, and a
member of the National Union of Journalists. He has written, spoken and
taughtwidelyonpoliticsandpublicaffairs.Heisnowanindependentpublic
affairs consultant, vice president of PublicAffairsAsia and a director of the
EnterpriseForum.
vii

Foreword
Ihaveworkedinpublicaffairsformorethanaquarterofacentury.Overthe
years I have been privileged to practise public affairs not just in Westminster
and Whitehall but also in Edinburgh, Cardiff and on both sides of the Irish
border. I have been involved in lobbying at the local government level, spent
fiveyearsinBrusselsandworkedinWashingtonDCandseveralstatecapitals
acrosstheUS.InallthattimeIhaveseengovernmentsandtheirleaderscome
andgo,witnessedpoliticalphilosophiesrise,fallandinsomecasesdisappear
altogether and, without doubt, become more grey haired and increasingly
cynical. Yet, at the risk of sounding like a zealot, I have never ceased to be
seducedbythesirencallofdemocracy.Istillgetakickoutofthefactthatthe
votes cast in school and village halls by individual citizens really can make a
differencetohowtheircommunityorcountryisrun.Experiencehasconvinced
me–ifIeverneededconvincing–thatWinstonChurchillwasrightwhenhe
described democracy as ‘the worst form of government except all the others
thathavebeentried’.
Whilst political cultures and systems of government may differ – every
countryhasitsownmethodofdevelopingpoliciesandenactinglegislation–the
practice of public affairs is broadly the same the world over. The common
thread running through every nation is its people, and basic human
characteristics and motivations really are the same around the world. At its
most fundamental, lobbying is about communication: persuading decision-
makers to hear and understand a different perspective or point of view. How
thatisdonemustbeadjustedtotakeaccountofthelocalpoliticalculture,but
manyoftheconceptsinthisbookcaneasilybeadaptedandappliedinarange
ofjurisdictions.
Public affairs is often seen as a modern invention and that view is
understandable.Thetwentiethcenturysawamoveawayfromtheconceptof
limitedgovernmentandpoliticiansbecameincreasinglyinvolvedinthelivesof
citizens,especiallyaroundthetimeofmomentousevents,suchastheRoosevelt
“New Deal” which followed the depressions of the 1930s, and in the years
following the second world war. Politicians and public servants now make
thousandsofdecisionseverydaywhichaffectthelivesofthosetheyserveand,
inevitably,aspoliticalactivityincreasedsodidpoliticaladvocacy.Yet,inreality,
lobbyingisasoldasrepresentativedemocracyitself.Therighttopetitionfor
theredressofgrievanceswasenshrinedinMagnaCartaandlaterintheEnglish
BillofRights,andthefirstamendmenttotheUSconstitution.Foraslongas
ix