klaus jurgens faculty of business administration bilkent university, ankara

Turkish Lobbying Turkish Lobbying Needs – EU Public Needs – EU Public

Opinion, EU Opinion, EU Governments: a Governments: a Double StrategyDouble Strategy

SETA Panel, April 25SETA Panel, April 25thth 2007 Ankara2007 Ankara

Klaus JurgensKlaus Jurgens

Faculty of Business Faculty of Business AdministrationAdministration

Bilkent University, AnkaraBilkent University, Ankara

K Jurgens Faculty of Business Administration Bilkent University

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Türkiye’nin AB Kamuoyu ve Türkiye’nin AB Kamuoyu ve Siyaset Çevrelerine Yönelik Siyaset Çevrelerine Yönelik

Lobicilik İhtiyaçlarıLobicilik İhtiyaçları


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Approaching my topic…Approaching my topic…• I understand Lobbying as the sum-total of I understand Lobbying as the sum-total of

activities geared at a certain goal or aimactivities geared at a certain goal or aim• In my case, I am arguing for increased In my case, I am arguing for increased

Lobbying activities with regards to full Lobbying activities with regards to full EU membershipEU membership

• I would describe myself as positively I would describe myself as positively biased towards developments in Turkeybiased towards developments in Turkey

• I can comment on various EU MS I can comment on various EU MS viewpoints having worked and lived in a viewpoints having worked and lived in a number of themnumber of them

• I can explain the fundamental differences I can explain the fundamental differences between anglo-saxon, roman-catholic or between anglo-saxon, roman-catholic or German mentalities and viewpointsGerman mentalities and viewpoints


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Approaching my topic:Approaching my topic:• I know the way they perceived, and many still see, I know the way they perceived, and many still see,

Turkey and why it is viewed differently from the Turkey and why it is viewed differently from the former Eastern European countriesformer Eastern European countries

• However, I am certain the EU Public can and will However, I am certain the EU Public can and will be supporters once the reasons for Turkeys EU be supporters once the reasons for Turkeys EU membership are explained to them in an honest membership are explained to them in an honest and open fashionand open fashion

• Hence, my initial worry is the European Public, not Hence, my initial worry is the European Public, not the European Politiciansthe European Politicians

• Having said that, we should worry about both…Having said that, we should worry about both…• I will use my 30 minutes to convince this I will use my 30 minutes to convince this

distinguished audience about the need for a new distinguished audience about the need for a new Lobbying StrategyLobbying Strategy

• It is above all, a monetizable Lobbying StrategyIt is above all, a monetizable Lobbying Strategy


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ContentsContents• 1. Lobbying: Art and Profession1. Lobbying: Art and Profession

• 2. Business Administration and the approach to monetizing Lobbying 2. Business Administration and the approach to monetizing Lobbying efforts efforts

• 3. Successful Lobbying3. Successful Lobbying

• 4. Europeans as the receiving end4. Europeans as the receiving end• • 5. Public Opinion and Governments in Europe: cleavages and issues5. Public Opinion and Governments in Europe: cleavages and issues

• 6. Examples of a new approach to Lobbying: ECOC 2010, Turkish R&D, 6. Examples of a new approach to Lobbying: ECOC 2010, Turkish R&D, High speed train - fast-track economy, City Marketing High speed train - fast-track economy, City Marketing

• 7. The Strategy: Preparations in Turkey 7. The Strategy: Preparations in Turkey

• 8. The Strategy: Training in Turkey and Europe8. The Strategy: Training in Turkey and Europe

• 9. The Strategy: Implementation in Europe9. The Strategy: Implementation in Europe


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1. Lobbying: Art and 1. Lobbying: Art and ProfessionProfession

Lobbying has become an Art and Lobbying has become an Art and Profession. The annual leaflet or Profession. The annual leaflet or tourism-related PR campaign is NOT tourism-related PR campaign is NOT sufficient in order to prepare the EU sufficient in order to prepare the EU Public and Governments for Turkeys Public and Governments for Turkeys EU membership. Likewise, ‘with or EU membership. Likewise, ‘with or without’ the EU on the agenda, it without’ the EU on the agenda, it would not be enough to portray the would not be enough to portray the correct, i.e. positive image of Turkey, correct, i.e. positive image of Turkey, abroad. A new strategy is required!abroad. A new strategy is required!

You know what to do You know what to do once inside once inside thisthis

building -building -

but is this the but is this the onlyonly building we have to enter?building we have to enter?


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Considerations 1:Considerations 1:

• No, there are many buildings in many EU No, there are many buildings in many EU Capitals to enter, and many hearts and Capitals to enter, and many hearts and minds to win overminds to win over

• So, why do we need a new Lobbying and So, why do we need a new Lobbying and Communication strategy?Communication strategy?

• Where shall we lobby whom with what?Where shall we lobby whom with what?• Lobbyists no longer wait outside the Lobbyists no longer wait outside the

plenary to `meet’ the Members of plenary to `meet’ the Members of ParliamentParliament

• Successful Lobbying needs preparationSuccessful Lobbying needs preparation• Preparation must be based on factsPreparation must be based on facts


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Considerations 2:Considerations 2:• Lobbying in Brussels started in the late 1970s. Lobbying in Brussels started in the late 1970s.

“Diplomatic Lobbying” at the highest level was the rule“Diplomatic Lobbying” at the highest level was the rule• Few lobbyists had been around before that date; and Few lobbyists had been around before that date; and

except for a number of Business Associations, except for a number of Business Associations, representative offices were rarely usedrepresentative offices were rarely used

• After the first direct elections to the European After the first direct elections to the European Parliament in 1979, companies increasingly felt the Parliament in 1979, companies increasingly felt the need for an expert local presence to find out what was need for an expert local presence to find out what was going on in Brussels (as well as in Strasbourg and going on in Brussels (as well as in Strasbourg and Luxembourg)Luxembourg)

• Having declared EU membership State Policy, as Having declared EU membership State Policy, as opposed to Party Politics, this was the year when opposed to Party Politics, this was the year when enhanced Lobbying efforts on behalf of national enhanced Lobbying efforts on behalf of national Governments either started, or should have startedGovernments either started, or should have started


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Considerations 3:Considerations 3:• Lobbying was therefore initially the need to Lobbying was therefore initially the need to

provide EU-related information for back home provide EU-related information for back home • What followed, was the recognition and need What followed, was the recognition and need

to actively influence the law-making processto actively influence the law-making process• The next important step in lobbying The next important step in lobbying

development, the Single European Act (1986), development, the Single European Act (1986), created a qualified majority vote in the created a qualified majority vote in the Council of Ministers and enhanced the role of Council of Ministers and enhanced the role of the European Parliamentthe European Parliament

• Lobbying the EU had become an indispensable Lobbying the EU had become an indispensable everyday tool for Governments and Industryeveryday tool for Governments and Industry

• Finally, ‘Stakeholder Lobbying’ both by Finally, ‘Stakeholder Lobbying’ both by stakeholders, and versus stakeholders, beganstakeholders, and versus stakeholders, began


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• The EU developed from a Member The EU developed from a Member States organization to a political States organization to a political player covering ever more policy – player covering ever more policy – making areas – it had become a making areas – it had become a lobbying target lobbying target

• Enlargement in 2004 took this Enlargement in 2004 took this development even one more step development even one more step further, bringing in more players further, bringing in more players and stakeholders but also different and stakeholders but also different political cultures and traditionspolitical cultures and traditions


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• 15,000 lobbyists work in Brussels 15,000 lobbyists work in Brussels (consultants, lawyers, associations, (consultants, lawyers, associations, corporations, NGOs etc.), trying to corporations, NGOs etc.), trying to influence the EU’s legislative process. influence the EU’s legislative process. 2,600 special interest groups have 2,600 special interest groups have permanent offices: Trade federations permanent offices: Trade federations (32%), consultants (20%), companies (32%), consultants (20%), companies (13%), NGOs (11%), national associations (13%), NGOs (11%), national associations (10%), regional representations (6%), (10%), regional representations (6%), international organizations (5%), think international organizations (5%), think tanks (1%) and others (2%)tanks (1%) and others (2%)


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Obstacles to consider:Obstacles to consider:

• We must remember the key We must remember the key obstacles as they are portrayed obstacles as they are portrayed inin Europe, but are they ‘ Europe, but are they ‘factsfacts’ ? Let ’ ? Let me give you examples:me give you examples:

• The EU Budget after 2014The EU Budget after 2014• Immigration to the EUImmigration to the EU• Turkeys influence in the EU Turkeys influence in the EU

Institutions after successful Institutions after successful accessionaccession


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Obstacles that must be Obstacles that must be overcome:overcome:

• The Budget question – myth or The Budget question – myth or reality?reality?

• The Immigration debate – serious The Immigration debate – serious concerns or populist vote concerns or populist vote chasing?chasing?

• The Political dominance scenario The Political dominance scenario – fact or fiction?– fact or fiction?


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Obstacles continued:Obstacles continued:

• The budget will be negotiated The budget will be negotiated from 2012 onwardsfrom 2012 onwards

• It must be increased to It must be increased to accommodate Turkeyaccommodate Turkey

• Technically speaking Turkey can Technically speaking Turkey can not join before the end of 2013 not join before the end of 2013 but decisions will be made long but decisions will be made long before that datebefore that date

• The budget discussion – a fact, The budget discussion – a fact, but no obstaclebut no obstacle


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Obstacles continued:Obstacles continued:

• Immigration – fiction! Only recently Immigration – fiction! Only recently mentioned Margaret Beckett on mentioned Margaret Beckett on the BBC that ‘new arrivals’ will the BBC that ‘new arrivals’ will benefit the UK. Furthermore, benefit the UK. Furthermore, numbers will never reach the numbers will never reach the magical 10% overall threshold magical 10% overall threshold

• Political influence – a fact (AND Political influence – a fact (AND obstacle as perceived abroad)obstacle as perceived abroad)


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2. Business Administration and the approach to

monetizing Lobbying effortsYou will rightly ask why bother…You will rightly ask why bother…Lobbying must be measured Lobbying must be measured

against its intended goalsagainst its intended goalsLobbying for a country like Turkey Lobbying for a country like Turkey

must clearly include the must clearly include the economic dimensioneconomic dimension

Lobbying although by definition a Lobbying although by definition a Public Policy Making instrument, Public Policy Making instrument, can and should be monetizedcan and should be monetized


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MonetiMonetizzing Lobbying…ing Lobbying…

Public Policy Management and Public Policy Management and Business Administration can go Business Administration can go hand in handhand in hand

Lobbying should be implemented Lobbying should be implemented like Arrow’s Impact Analysis like Arrow’s Impact Analysis Model: monetizing the economic, Model: monetizing the economic, social and environmental impacts social and environmental impacts in both receiving and in both receiving and disseminating countrydisseminating country


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3. Successful Lobbying3. Successful Lobbying1.1. What exactly is Lobbying? Is it enough to What exactly is Lobbying? Is it enough to

have an annual PR event with glossy have an annual PR event with glossy brochures? Is it sufficient to send members brochures? Is it sufficient to send members of Government abroad to hold a cocktail of Government abroad to hold a cocktail reception? Is it pro-active to invite foreign reception? Is it pro-active to invite foreign journalists to a boat trip in Paris?journalists to a boat trip in Paris?

2.2. In fact, it is a combination of all things In fact, it is a combination of all things mentioned above and much, much more!mentioned above and much, much more!

3.3. Lobbyists need professional training and Lobbyists need professional training and educationeducation

4.4. Let me give you a few very personal Let me give you a few very personal examples: examples:


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Success stories, and why Success stories, and why every Lobbying effort needs every Lobbying effort needs individual personality + the individual personality + the

right productright product• ECOSOC Resolution ECOSOC Resolution BarbadosBarbados

• YFEC BrusselsYFEC Brussels• LSE Fact-finding LSE Fact-finding

TourTour• Jeunesse pour Jeunesse pour

L’EuropeL’Europe• Japan 1986-1991Japan 1986-1991• CLUSTERFOODCLUSTERFOOD

• Twinning (the ‘once Twinning (the ‘once inside the building’ inside the building’ component)component)

• Chemical Industry Chemical Industry TurkeyTurkey

• Guest Speakers for Guest Speakers for BilkentBilkent

• Panels for BilkentPanels for Bilkent

The list here is the The list here is the blueprint for practical blueprint for practical examples for a Lobbying examples for a Lobbying Tool Kit presentation. Tool Kit presentation. REACH will be the wider REACH will be the wider picture.picture.


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Two examples ‘en detail’ – Two examples ‘en detail’ – Re-establishing the positive Re-establishing the positive

image of Lobbyistsimage of Lobbyists• ECOSOC, CLUSTERFOOD???ECOSOC, CLUSTERFOOD???

Why personal contacts are not to be Why personal contacts are not to be confused with wrongful exploitation of confused with wrongful exploitation of acquaintancesacquaintances

ECOSOC BarbadosECOSOC Barbados

Why writing Research Funding Proposals Why writing Research Funding Proposals can not be done by e-mail alonecan not be done by e-mail alone

18 months of personal involvement bears 18 months of personal involvement bears fruitfruit


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A few Lobbying A few Lobbying ingredients:ingredients:

• All these examples show that successful All these examples show that successful Lobbyists need many complementary qualities:Lobbyists need many complementary qualities:

• Local language is a pre-requisite, although Local language is a pre-requisite, although English and French do in most countries English and French do in most countries (German an advantage for DE, AT); Brussels (German an advantage for DE, AT); Brussels DOES require French, if not Flemish as wellDOES require French, if not Flemish as well

• Charm does not hinder efforts…Charm does not hinder efforts…• ‘‘Diplomacy’ is a key ingredient…Diplomacy’ is a key ingredient…• So is perseverance!So is perseverance!• Product, Country or Organizational Knowledge Product, Country or Organizational Knowledge

is simply a mustis simply a must• Truthfulness is a vital toolTruthfulness is a vital tool• Local presence is non negotiableLocal presence is non negotiable• Local ‘local’ presence is non-negotiable, tooLocal ‘local’ presence is non-negotiable, too


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Do we need only one approach? No! Do we need only one approach? No! Yaklaşımlar: AB gerçekliğin 27 Yaklaşımlar: AB gerçekliğin 27

ile çarpımı demektirile çarpımı demektir

• Farklılıkların avantajı:Farklılıkların avantajı:• Avrupa halkının Türkiye’nin farklı Avrupa halkının Türkiye’nin farklı

olduğu konusundaki endişelerini olduğu konusundaki endişelerini yenmenin en iyi yolu Avrupanın kendi yenmenin en iyi yolu Avrupanın kendi farklılığını vurgulamaktır!farklılığını vurgulamaktır!

• Advantages of diversity:Advantages of diversity:• The ultimate tool to overcoming the EUs The ultimate tool to overcoming the EUs

public worries about Turkey being public worries about Turkey being ‘diverse’, is the EUs own ‘Diversity’!‘diverse’, is the EUs own ‘Diversity’!


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4. Europeans as the 4. Europeans as the receiving end:receiving end:

• Information must be Information must be disseminated to and for the disseminated to and for the people of the European Union, people of the European Union, and to a lesser extent further and to a lesser extent further awayaway

• This is called the ‘Receiving End’This is called the ‘Receiving End’• It can not be entirely outsourced It can not be entirely outsourced

nor can it be implemented with nor can it be implemented with ‘homemade’ strategies alone‘homemade’ strategies alone


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Europeans are skeptical!Europeans are skeptical!

• Europeans are not ‘anti’ Turkey Europeans are not ‘anti’ Turkey per seper se• Europeans are simply mislead and do Europeans are simply mislead and do

not know enough about Turkish realitynot know enough about Turkish reality• Europeans thought that Turkish EU Europeans thought that Turkish EU

accession will never happenaccession will never happen• There was a time when Europeans There was a time when Europeans

thought British accession will never thought British accession will never happenhappen

• Europeans have to catch up with events Europeans have to catch up with events after the Copenhagen Summitafter the Copenhagen Summit

• OnlyOnly Europeans??? Europeans???


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Europeans can be Europeans can be convinced!convinced!

There is a certain bottom line that needs There is a certain bottom line that needs

attention:attention:

• Europeans want to have a prosperous Europeans want to have a prosperous economy, peace and political stabilityeconomy, peace and political stability

• We must tell them by using Turkish success We must tell them by using Turkish success stories that all three scenarios will be stories that all three scenarios will be achieved much faster and above all, in a achieved much faster and above all, in a sustainable manner once accomplished sustainable manner once accomplished togethertogether

• Europeanization comes before GlobalizationEuropeanization comes before Globalization


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5. Public opinion and 5. Public opinion and Governments in Europe: Governments in Europe:

cleavages and issuescleavages and issues We need to distinguish between We need to distinguish between

cleavages and issues. A cleavage cleavages and issues. A cleavage would be an underlying, society would be an underlying, society defining topic that splits public defining topic that splits public attitudes and beliefs and makes it attitudes and beliefs and makes it possible to understand a society possible to understand a society once their cleavages are explained once their cleavages are explained correctly. Issues can change and correctly. Issues can change and very often depend on the day-to-day very often depend on the day-to-day running of a country or Institutionrunning of a country or Institution


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Cleavages and IssuesCleavages and Issues

• The EU Public neither knows about The EU Public neither knows about Turkish cleavages nor issues - The Turkish cleavages nor issues - The Turkish Public does not know about Turkish Public does not know about European cleavages or issuesEuropean cleavages or issues

• Issues can be the up-coming Turkish Issues can be the up-coming Turkish Mortgage System or the price of petrol or Mortgage System or the price of petrol or the privatization of a state-controlled the privatization of a state-controlled company (but not of all companies at company (but not of all companies at the same time which would nearly be the same time which would nearly be classified as changing the cleavage with classified as changing the cleavage with regards to ‘ownership’)regards to ‘ownership’)


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Cleavages are more complex and Cleavages are more complex and really define a society or its problems. really define a society or its problems. As a good Lobbyist you will need to As a good Lobbyist you will need to carefully examine Turkey’s past carefully examine Turkey’s past achievements but as well understand achievements but as well understand her current problems. Religion is a her current problems. Religion is a cleavage, so can regional language cleavage, so can regional language be. The split between poor and rich as be. The split between poor and rich as well as the age demographic can be well as the age demographic can be defined as cleavagesdefined as cleavages


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• Politicians can apply issue-oriented Politicians can apply issue-oriented policies to adapt to cleavages, but policies to adapt to cleavages, but hardly will they be able to change hardly will they be able to change them in the short term. I expect them in the short term. I expect Turkey’s cleavages to be the same Turkey’s cleavages to be the same in ten years from now on. For your in ten years from now on. For your lobbying needs until then you have lobbying needs until then you have to know about them and try to put to know about them and try to put them into ‘sellable’ portionsthem into ‘sellable’ portions


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6. Examples of a new approach to 6. Examples of a new approach to Lobbying:Lobbying:

ECOC 2010, Turkish R&D, High ECOC 2010, Turkish R&D, High speed train - fast-track economy, City speed train - fast-track economy, City

MarketingMarketingLobbying the European Lobbying the European

Public and Decision Public and Decision Makers requires a clever Makers requires a clever marketing mix; marketing mix; Lobbying must include Lobbying must include topics people can easily topics people can easily associate themselves associate themselves with (Museums, with (Museums, Universities, the way Universities, the way people travel, how people travel, how people live) – in other people live) – in other words, Europeans must words, Europeans must learn about Turkish learn about Turkish Habitat!Habitat!


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ECOC 2010 – Modern ECOC 2010 – Modern Istanbul, Modern TurkeyIstanbul, Modern Turkey

• Cultural heritage can be used to Cultural heritage can be used to introduce a modern approach to introduce a modern approach to urban lifeurban life

• Being the European Capital of Being the European Capital of Culture or promoting History does Culture or promoting History does not mean living in the pastnot mean living in the past

• What the London Olympics can What the London Olympics can generate for London, ECOC generate for London, ECOC (although on a smaller scale) can (although on a smaller scale) can bring to Istanbulbring to Istanbul


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Turkish R&D in FP7Turkish R&D in FP7• So far, the Lisbon Objectives as such have not yielded the So far, the Lisbon Objectives as such have not yielded the

expected successes - We must fundamentally downsize expected successes - We must fundamentally downsize their scope their scope

• Turkish R&D can capitalize on increased FP7 activities:Turkish R&D can capitalize on increased FP7 activities:

• Increase the number and financial volume of Turkey based Increase the number and financial volume of Turkey based projectsprojects

• Increase the number of Turkey based consortiaIncrease the number of Turkey based consortia• Increase the number of Turkish high-end SME start-upsIncrease the number of Turkish high-end SME start-ups• Increase the number of Turkey based researchers (both Increase the number of Turkey based researchers (both

Turkish and foreign)Turkish and foreign)• HelpHelp to approach the knowledge based econom to approach the knowledge based economyy

• In return, Turkey is portrayed as a modern country which In return, Turkey is portrayed as a modern country which supports, not threatens Europe – Joint Research for a joint supports, not threatens Europe – Joint Research for a joint European benefit!European benefit!


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Why trains matter…Why trains matter…

• Europeans understand the term ‘economic Europeans understand the term ‘economic miracle’. They experienced them. As miracle’. They experienced them. As opposed to most former Eastern European opposed to most former Eastern European NMS, Turkey has by now a thriving economy NMS, Turkey has by now a thriving economy (room for improvement always exists)(room for improvement always exists)

• Europeans like technological advances and Europeans like technological advances and development. They like it in small doses, development. They like it in small doses, howeverhowever

• One exception is public transportOne exception is public transport• A particular exception is a high-speed trainA particular exception is a high-speed train• The Japanese had it. The French followed. The Japanese had it. The French followed.

The Germans joined. To a lesser extent, The Germans joined. To a lesser extent, Spain and Italy did itSpain and Italy did it


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Why trains matter…Why trains matter…• The fact that Turkey finished a completely new-The fact that Turkey finished a completely new-

build track is nearly completely unheard of in build track is nearly completely unheard of in European circles (except for Deutsche Bahn that European circles (except for Deutsche Bahn that is)is)

• The way people travel, makes ‘people’The way people travel, makes ‘people’• Europeans love to go by train: chic and Europeans love to go by train: chic and

fashionable. They consider countries without a fashionable. They consider countries without a working rail network as underdeveloped. A good working rail network as underdeveloped. A good Turkish Lobbyist must know why previous Turkish Lobbyist must know why previous generations could not build underground public generations could not build underground public transport tunnels. No EU citizen will ever complain transport tunnels. No EU citizen will ever complain if this fact is explained in a historic, open fashion. if this fact is explained in a historic, open fashion. What matters is that NOW everything has What matters is that NOW everything has changed!changed!

• A high-speed train is a vital tool to demonstrate A high-speed train is a vital tool to demonstrate economic achievements and above all, trust IN the economic achievements and above all, trust IN the economyeconomy


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City MarketingCity Marketing• City Marketing is not only about attracting City Marketing is not only about attracting

increased net visitor numbers to a townincreased net visitor numbers to a town• In the case of Turkey, it is vital to change the In the case of Turkey, it is vital to change the

overriding image of sea and sun; the slogan overriding image of sea and sun; the slogan should be Developmentshould be Development

• Europeans must understand that the average size Europeans must understand that the average size of the Turkish flat has at least one bedroom moreof the Turkish flat has at least one bedroom more

• Europeans know about images from the GAP Europeans know about images from the GAP regionregion

• BBC for example, (still) shows dirty side streets BBC for example, (still) shows dirty side streets as ‘modern Turkey’as ‘modern Turkey’

• Turkish language books show black and white Turkish language books show black and white pictures of Turkish bazaars and citiespictures of Turkish bazaars and cities


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City Marketing:City Marketing:• I suggest starting in Izmir, developing tools to I suggest starting in Izmir, developing tools to

portray the Gateway to Turkey and beyond in real portray the Gateway to Turkey and beyond in real terms to investors, businessmen/women and terms to investors, businessmen/women and touriststourists

• City Marketing must form part of the suggested City Marketing must form part of the suggested ‘Lobby Tour’ which I shall introduce in my last ‘Lobby Tour’ which I shall introduce in my last chapterchapter

• It will not better conditions in the south-east It will not better conditions in the south-east overnightovernight

• But it puts information about Turkey on a par But it puts information about Turkey on a par with other CC and NMSwith other CC and NMS

• Personally speaking, Turkey is by far more Personally speaking, Turkey is by far more developed than any of them!developed than any of them!

• Trouble is, no one knows about it!Trouble is, no one knows about it!• City Marketing as part of our Lobbying Strategy? City Marketing as part of our Lobbying Strategy?

You decide!You decide!


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7. The Strategy: 7. The Strategy: Preparations in Turkey Preparations in Turkey

Lobbying Awareness Training Courses Lobbying Awareness Training Courses in all Turkish Regions (one each); in all Turkish Regions (one each); Lobbying must be based on Lobbying must be based on upgrading the ‘product’ first!upgrading the ‘product’ first!

National Lobbying Elective Course at National Lobbying Elective Course at various Universities and Government various Universities and Government AgenciesAgencies

Trans-national course development Trans-national course development about Lobbying and Communication about Lobbying and Communication skillsskills


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Preparations…Preparations…

Internal Lobbying Training for current Internal Lobbying Training for current and future Turkish EU Negotiating and future Turkish EU Negotiating Team Members in each Acquis-chapter Team Members in each Acquis-chapter relevant Ministryrelevant Ministry

Setting-up of a high-level Lobbying Setting-up of a high-level Lobbying Steering CommitteeSteering Committee

Co-operation with Turkish and Foreign Co-operation with Turkish and Foreign MediaMedia

Follow-up large scale public event at Follow-up large scale public event at Bilkent Bilkent

Industry and Civil Society to joinIndustry and Civil Society to join


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8. The Strategy: Training 8. The Strategy: Training in Turkey and Europein Turkey and Europe

‘‘Public Policy Management in Turkey – Administrative Public Policy Management in Turkey – Administrative Capacity Building beyond the Twinning Program’Capacity Building beyond the Twinning Program’

It would be advisable to launch an Ankara based PPM It would be advisable to launch an Ankara based PPM Degree (Master level), duration one year, with a three Degree (Master level), duration one year, with a three months training abroad period; language of instruction months training abroad period; language of instruction must be English with a French crash coursemust be English with a French crash course

The Government would no longer need to send the cadre to The Government would no longer need to send the cadre to the United States onlythe United States only

European PPM must be studied in Turkey and EuropeEuropean PPM must be studied in Turkey and EuropePPM is a hands-on coursePPM is a hands-on courseGovernments may come to the conclusion that they need Governments may come to the conclusion that they need

more managers, less administratorsmore managers, less administratorsIt would add considerable clout to the Government, the It would add considerable clout to the Government, the

cadre, Turkish Universities and the image abroadcadre, Turkish Universities and the image abroadIt would dramatically enhance the scope of the EU accession It would dramatically enhance the scope of the EU accession

talkstalksThe fact that a new PPM degree is on offer is a perfect The fact that a new PPM degree is on offer is a perfect

Lobbying tool in itselfLobbying tool in itself


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Where will the knowledge Where will the knowledge about Lobbying lead us?about Lobbying lead us?


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What is all the Lobbying What is all the Lobbying for?for?

Lobbying can be used to establish a pro-active Lobbying can be used to establish a pro-active tourism related strategy. This would, however, be a tourism related strategy. This would, however, be a separate topicseparate topic

Lobbying could be misunderstood to only mention Lobbying could be misunderstood to only mention Turkeys geopolitical importance – again, this would Turkeys geopolitical importance – again, this would be another full length presentationbe another full length presentation

My approach today is to highlight why Lobbying is a My approach today is to highlight why Lobbying is a key tool for defending Turkish interests in Europekey tool for defending Turkish interests in Europe

There are three aspects I wish to stress in particular:There are three aspects I wish to stress in particular:1. EU accession is a lengthy process. As The Council 1. EU accession is a lengthy process. As The Council

and Parliament decide, and the EU Commission and Parliament decide, and the EU Commission implements, all EU Institutions must be constantly implements, all EU Institutions must be constantly lobbied. As the Council is a rather ‘national’ lobbied. As the Council is a rather ‘national’ Institution, Member States in Brussels must be Institution, Member States in Brussels must be lobbied at the same timelobbied at the same time


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Continued…Continued…

2. National Governments must be lobbied 2. National Governments must be lobbied independently and often non-related to independently and often non-related to EU issuesEU issues

3. The EU Public must be addressed and 3. The EU Public must be addressed and actively involvedactively involved

CC can influence the negotiations, by CC can influence the negotiations, by asking for time and sometimes even asking for time and sometimes even derogations (Malta as example)derogations (Malta as example)

As the Acquis is in motion, and new laws As the Acquis is in motion, and new laws are constantly added, a CC has a vital are constantly added, a CC has a vital role to shape its own ‘legal’ future while role to shape its own ‘legal’ future while negotiatingnegotiating


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Regulatory Impact Regulatory Impact AnalysisAnalysis

Regulatory Impact Analysis is a vital Regulatory Impact Analysis is a vital Lobbying support mechanism for Lobbying support mechanism for GovernmentsGovernments

Industry Sector Impact Analysis does the Industry Sector Impact Analysis does the same for Enterprise and Industrysame for Enterprise and Industry

However: presenting 100 RIA to the EU can However: presenting 100 RIA to the EU can not replace daily Lobbying efforts – it is not replace daily Lobbying efforts – it is only ONE tool out of a long list of tools!only ONE tool out of a long list of tools!

Now that the Roadmap has been published, Now that the Roadmap has been published, the Lobbying Strategy should be addedthe Lobbying Strategy should be added


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9. The Strategy: 9. The Strategy: Implementation in EuropeImplementation in Europe

Finally, the message must be carried Finally, the message must be carried abroad to Europe!abroad to Europe!

Precise suggestions:Precise suggestions:Interview and feature article series in Interview and feature article series in

one leading national ‘Daily’ in each one leading national ‘Daily’ in each MS starting after the summer of 2007MS starting after the summer of 2007

One Lobbying Event involving old and One Lobbying Event involving old and new stakeholders in all MS over the new stakeholders in all MS over the course of 36 months from 2008 course of 36 months from 2008 onwards (one per month)onwards (one per month)


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Implementation…Implementation…

It is not enough to lobby Europe from It is not enough to lobby Europe from Brussels, decisions will be taken on national Brussels, decisions will be taken on national level; Satellite Lobby Offices are necessary level; Satellite Lobby Offices are necessary (GOV-IND-ACA-CS)(GOV-IND-ACA-CS)

Lobbying to include tourism, but only as sub-Lobbying to include tourism, but only as sub-point; The sector needs its own, specific point; The sector needs its own, specific Lobbying Strategy (Investors-Government-Lobbying Strategy (Investors-Government-Sector)Sector)

Lobbying to be planned internally with foreign Lobbying to be planned internally with foreign advice, NOT outsourced in its entiretyadvice, NOT outsourced in its entirety

A clear goal must be set (or indeed, goals). A clear goal must be set (or indeed, goals). This I leave with the audience!This I leave with the audience!


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ConclusionsConclusions

• Have I been able Have I been able to convince the to convince the audience?audience?

• I did not even I did not even venture into the venture into the historic analysis historic analysis of missed of missed Lobbying Lobbying opportunities opportunities except for briefly except for briefly mentioning 1979mentioning 1979

• Can we agree on the Can we agree on the urgency of the topic?urgency of the topic?

• I did not focus on PR I did not focus on PR nightmares as they are nightmares as they are impossible to predict – impossible to predict – and Europeans did not and Europeans did not change their holiday change their holiday plans because of bird plans because of bird flu, for exampleflu, for example

• I am focussing on I am focussing on selling the right selling the right product by new meansproduct by new means

• It would benefit Turkey, It would benefit Turkey, the EU and of course the EU and of course the UK (the ‘Two the UK (the ‘Two Economic Powers’ Economic Powers’ approach)approach)


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Thank you for your Thank you for your attention – Dikkatiniz attention – Dikkatiniz için teşekkür ederim!için teşekkür ederim!

• Klaus Jurgens, Faculty Klaus Jurgens, Faculty of Business of Business AdministrationAdministration

• Bilkent University Bilkent University AnkaraAnkara

• E-posta/e-mail: E-posta/e-mail: [email protected]@bilkent.edu.tr

• Phone: Phone: +90.312.290.31.10+90.312.290.31.10

klaus jurgens faculty of business administration bilkent university, ankara

Documents

eu governments

new lobbying strategyit

eu capitals

eu membershipi

increased lobbying activities

turkeys eu membership

monetizing lobbying

new strategy