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 3APennsRoad Petersfield Hampshire GU322EW GREATBRITAIN Tel:+44(0)1730233870 Fax:+44(0)1730233880 Email:[email protected] Website:www.harriman-house.com FirstpublishedinGreatBritainin2008 Copyright©HarrimanHouseLtd TherightofLionelZettertobeidentifiedastheauthorhasbeenasserted inaccordancewiththeCopyright,DesignandPatentsAct1988. 978-1-905641-69-1 BritishLibraryCataloguinginPublicationData ACIPcataloguerecordforthisbookcanbeobtainedfromtheBritishLibrary. Allrightsreserved;nopartofthispublicationmaybereproduced,storedinaretrieval system,ortransmittedinanyformorbyanymeans,electronic,mechanical, photocopying,recording,orotherwisewithoutthepriorwrittenpermissionofthe Publisher.Thisbookmaynotbelent,resold,hiredoutorotherwisedisposedofby wayoftradeinanyformofbindingorcoverotherthanthatinwhichitispublished withoutthepriorwrittenconsentofthePublisher. Wehavedoneourutmosttocontactallthenecessarycopyrightholderspriortopublicationforall photosandpressclippingsthatarenotownedbytheauthor. PrintedandboundinGreatBritainbyAthenaeumPressLimited,Tyne&Wear. Noresponsibilityforlossoccasionedtoanypersonorcorporatebodyactingor refrainingtoactasaresultofreadingmaterialinthisbookcanbeacceptedby thePublisher,bytheAuthor,orbytheemployeroftheAuthor. 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