THE FUTURE OF LOBBYING IN SPAIN: NEW TRENDS IN PUBLIC AFFAIRS

Transcription

1 Nº4 / APRIL 2015 THE FUTURE OF LOBBYING IN SPAIN: NEW TRENDS IN PUBLIC AFFAIRS

2 MAS Consulting Trends is an analytical product developed by the consultancy team at MAS Consulting Group, a public affairs company supplying support strategies to top management in business, politics and institutions.

3 I NTRODUCTI ON The 5th edition of the Postgraduate Course in Public Affairs Management (PDAP by its Spanish abbreviation), organized by MAS Consulting and Universidad Pontificia de Comillas (ICADE). Over these five years, more than a hundred professionals and managers from business, Public Administration and the third sector have passed through its classrooms, making it the reference program in Spain for lobbying, public affairs and government relations. Coinciding with the start of the postgraduate program, MAS Consulting Trends seeks to highlight some key points on how lobbying is changing in Spain. According to the European Transparency Registry, nearly 500 Spanish entities actively operate in Brussels representing various interests, a job that is increasingly complex due to the proliferation of new lines of communication that are revolutionizing relationships between organizations and their stakeholders. In addition, our country is in an election year in which significant political changes may occur. The consequences of this, among others, will be that communication, seeking consensus and dialog between the different social actors will be more necessary than ever and, therefore, lobbying actions will be much more demanding in the short and medium term. In order to help understand this context, we highlight some clues to how the future of lobbying will be in Spain and define the professionalization of this activity: 3

4 1 STRATEGY VS. CONTACTS Today, a good network of contacts is important, but not sufficient Gone are the times when a good appointment book with names and telephone numbers was the primary (and only) secret of the not always understood activities of a lobbyist. Today, a good network of contacts is important, but not sufficient. Planning, strategy, ability to write good messages and a deep understanding of the functioning of public opinion are more important than a good list of names and telephone numbers. This is perhaps one of the most visible symptoms of professionalizing a lobbyist in our country, an activity that is peaking now that businesses, employers, NGOs and other organizations are using it more. In a changing environment, the motive should primarily be focused on the fact that having fluid relationships with political power, institutions, the private sector and civil society is more necessary then ever. 4

5 2 INTELLIGENCE FOR BETTER DECISION MAKING A good lobbyist is an effective analyst who is capable of seeing their area of operations in detail In a world that is changing at breathtaking speed in which the rules of the game are constantly changing, anticipation is key. In order to achieve this, a good lobbyist is an effective analyst who is capable of seeing their area of operations in detail. Having prior information about how a market, sector or legislation may change is the key to success for any organization. In order to achieve this, intelligence, in which political, economic or business information is provided to organizations, is a tool that is increasingly indispensable in current and future lobbying campaigns. 5

6 3 We live in a hyperconnected INTEGRATED CAMPAIGNS, w o r l d t h a t r e q u i r e s EFFECTIVE CAMPAIGNS organizations to act within dif ferent pathways and spaces A s a rule, c ampaigns that are capable of influencing different areas simultaneously (media, legislative power, government, public opinion, social networks, etc.) usually have better outcomes. Identifying the person within an administration who is technically or politically responsible for creating a law project is important, but if this person has read an opinion column with your arguments in the media, a rigorously prepared report that supports your thesis, attended an event in which your position is explained or seen a report on television that presents your demands, the meeting with this interlocutor will be much more productive. We live in a hyperconnected world that requires organizations to act within different pathways and spaces, combining actions in both the analog and digital worlds. 6

7 4 SOLIDARITY MAKES STRENGTH: THE PEAK OF THIRD PARTY LOBBYING Companies that are capable of integrating different voices and actors in the defense of a common cause are more effective Campaigns that are capable of integrating different voices and actors in the defense of a common cause are more effective. A good lobbying strategy knows how to identify and involve those allies who may help give your message more force or certainty. Concepts such as third party lobbying or coalition building are indispensable elements in the strategy these days for any organization that wants to influence public decision making. Quixotes who confront the giant windmills of regulatory processes alone rarely triumph. Faced with this, combined forces are needed in order to defend broader interests. 7

8 5 THE END OF ABSOLUTE MAJORITIES: FROM THE EXECUTIVE TO THE LEGISLATIVE The lobbying will become an important practice in upper house and in lawer house 2015 will bring an end to a legislature that was marked by an absolute majority of the Partido Popular. Despite talk about the end of bipartisanship in recent months, it is still too early to declare its death, according to the results in Andalusia on March 22. However, everything is pointing to an end of the times of large absolute majorities, not only in the Spanish government but also in a fair proportion of autonomous governments. This will bring with it a change in how we interact with public powers. Thanks to their absolute majority, the Government of the Partido Popular, has not until now had to form alliances with the rest of the parliamentary groups to get their legislative initiatives through. Therefore, political actions by businesses, professional organizations, NGOs, etc. have been focused on the Executive, leaving the Parliament and Deputies on the back burner. However, if the result of the next general election (as indicated by all of the polls) is that no party wins an absolute majority, both Congress and the Senate will play an important role since dialog and agreements will be more important than ever for moving laws forward. Therefore, the lobbying will become a important in upper house and in lawer house. * More information about the Postgraduate Management Program Public Matters at 8

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