Climate policy, major geopolitical shifts, and access to European funds are all having a rapid impact on every company. Lobbying is becoming increasingly necessary for a company—or an entire sector—to ensure its future business growth. Lobbying requires the use of certain technologies, and a successful lobbying campaign often depends on rational planning, adaptability, and the use of technology. For companies and institutions to achieve their goals, it is necessary to carefully consider various factors, ranging from procedures to the opinions of public groups and experts.
Lobbying requires the use of certain technologies
If we make better use of technology, that in itself is already part of the success. That is why it makes sense for both companies and other institutions to pay attention to how well a lobbying campaign is planned and structured.
Although it may seem that lobbying campaigns are relatively simple—for example, going to a ministry or writing a letter to the Prime Minister, assuming that he will know what to do—unfortunately, such suggestions are unlikely to stand up to scrutiny! Decision-making is a more complex process, so lobbying campaigns must be planned with an effort to adapt to and make use of technological possibilities.
Lobbying campaigns are based on planning, adaptation, and the use of technology
First, we must look at the procedures, because decisions in the country are made in accordance with procedures—whether they are government procedures or those established by parliament. Moreover, these procedures allow for a certain degree of “maneuvering,” and it is always advisable to assess to what extent one can use these procedures to one’s advantage through permissible “tricks.”
Second, it must be remembered that laws do not exist in a vacuum; we are an EU member state, and there is European Union legislation that plays a very significant role in Latvian legislation as well. Consequently, ignoring and disregarding European Union legislation is irresponsible and unprofessional. On the contrary, EU legislation should be used as a supportive framework.
Third, the question is: have we truly developed a rational argument? Why should our interests be taken into account now? The rationale must be sufficiently clear—I would even say rationally prepared. Very often, in various institutions and meetings, everyone has heard how poorly people sometimes present their views and interests. In most cases, they do so poorly, without thinking through or refining their ideas, which, of course, can undermine all the work that has been put in; that is why a rational justification is so important.
Fourth, we need to think about how we present our case. Just because our interests seem central to us doesn’t mean that the officials sitting across the table will “automatically” view them as equally high a priority. They have a hundred other priorities on the table, all of which are equally important. Let’s keep this simple truth in mind and move forward.
Fifth, communication style. We’re dealing with real people, not robots; they have set working hours, many other responsibilities, and plenty of other tasks and problems—among which the issue or problem we’ve raised may not be the central one. Officials listen to us and may even take our interests into account, but we must not overestimate or underestimate the fact that the official on the other side of the table also has ten or fifty other problems to deal with.
Sixth, we must consider to what extent we should also draw on the opinions of specific social groups or experts. It is always advisable to consider involving non-governmental organizations, independent experts, or specific social groups, as this demonstrates that our interests serve broader groups rather than a narrow circle, and that other social groups also stand to benefit.
By combining these and a few other elements and placing them on a timeline, we will arrive at a specific plan for advancing our interests. Once we begin implementing this plan, we must review on a weekly basis—or more frequently—what additional changes need to be made. Changes will certainly need to be made, taking into account the insights gained from implementing the plan for pursuing our interests. In this way, we will advance our interests using a clear and logical approach. This will be more productive and constructive than simply calling or writing a letter to an official.
What Do Lobbying Campaigns Achieve?
A common, frequently expressed opinion that people tend to voice off the cuff is that you represent and promote only your own interests, and that you are the only ones who stand to gain. That’s not entirely true! There are several benefits.
If the interests we promote benefit certain groups in society, then they stand to gain, as do those outside that narrow group.
Second, if a lobbying campaign is more or less well-prepared, then the arguments it presents are very useful to decision-makers. Decision-makers aren’t robots either; they are real people who need well-prepared arguments at the moments when they have to make a decision.
Who needs lobbying campaigns, and how long do they last?
Lobbying campaigns are carried out on a daily basis by individual companies, business associations, and nongovernmental organizations. Ministries themselves carry out lobbying campaigns—some larger, some smaller—with regard to their own government, of which they are a part. Lobbying campaigns are also carried out by political parties, party representatives, and a wide range of other stakeholders—including the media, which are also businesses.
If ministries wish to secure additional funding for themselves in the next year’s national budget agreement, they must launch a lobbying campaign—whether more or less effective, longer or shorter—to advance their interests. As for the countless laws and amendments to laws that one ministry is pushing forward, other ministries have differing opinions on the matter. What does this ministry do?—it promotes its own interests and its own draft legislation. Yes, perhaps together with the companies involved and the like. Whether this is done in a more or less organized manner is open to debate, but that is how it happens. The same applies to political parties; they advocate for their views in the Saeima and promote their own interests. They do so professionally or less professionally. The same applies to nongovernmental organizations. There are NGOs that have been very influential for years, that are active and have already secured various types of funding, and are able to advance their interests—again, doing so more or less effectively. The same applies to companies, corporate groups, and industry associations.
Lobbying takes place on a daily basis; the question is how well it is prepared and organized.