Lobbying and the Media: Working with Politicians and Journalists

Overview

Internationally acknowledged expert Michael Burrell shows you how to:

- construct a well-argued case built on credible information

- deliver it to the right audience at the right time

- win hearts and minds, ethically and effectively

Lobbying is an art form, rather than a science, so there is inevitably an element of judgement in what line to take. The best lobbying is always based on accurate, up-to-date information and on a well-argued case, founded on credible evidence, and delivered to the right audiences in the right tone of voice at the right time. Sounds simple, but it isn’t. This Report shows you how.

Content

1 An introduction to lobbying – What is lobbying? – Where does the word ‘lobbying’ come form? – Lobbying in Washington – Lobbying in Britain and Brussels – The ‘cash-for-questions affair’ – The Association of Professional Political Consultants

2 How to lobby
The rules of lobbying

3 Involving the media – the case for and the case against – Media exposure – Circumstances to consider before promoting media interest – Circumstances where you would be well advised to promotes media interest

4 Whitehall and Westminster – The senior civil service – The power of the Prime Minister and Cabinet Ministers – Where does the power lie within the executive – Parliament – The initiation and formulation of public policy in Britain

5 The Downing Street press office, the lobby and the national media – The Downing Street Press Office – The lobby – The national media

6 Scotland, Wales and Northern Ireland – Scotland – Wales – Northern Ireland

7 The European Union and the Brussels Press Corps – The European Union – The Brussels press corps – Media targets

8 Mergers and acquisitions – Lobbying and media relations campaigns

9 The Internet – The impact of the Internet on lobbying – The main political use of the Internet – The role of online media in lobbying – Text messaging

10 How to work with journalists – The basic tools of media relations – What to avoid when dealing with journalists

CONCLUSION

The author

Michael Burrell was educated at St Peter’s College, Oxford, where he read Philosophy, Politics and Economics, specialising in international relations. He began his journalistic career on newspapers in Durham and Brighton, before joining the Parliamentary lobby. Based in the House of Commons press gallery, he reported on both Westminster and Whitehall and the European Union, covering summit meetings around Europe and plenary sessions of the European Parliament in Strasbroug.

He began his career in lobbying in 1983, founding Westminster Strategy in 1986, of which he is now Chairman. Since 1999 he has been Chairman of the UK lobbying industry’s self-regulatory body, the Association of Professional Political Consultants (APPC).