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EU Public Affairs & Lobbying Training

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Principles of influence communication

Public Diplomacy

Lobbying Code of Conduct

Lobbyist Certification Course Program

EU Public Affairs & Lobbying

Why take this course and have the certificate?

This course is aimed at all professionals who have to deal with the problem of influencing a public or private institution in their decision-making or simply influence a target audience.

Currently, more than half of the legislation applicable to the EU Member States originates from Brussels and much of this legislation has effects outside the European area. Legislation that can have serious consequences for businesses, public organizations and consumers (for example, costs). This has attracted a wide variety of stakeholders to influence the EU’s decision-making process.

In this course, you will become familiar with EU lobbying practice and with the small but active field in the EU, continually exploring new ways of influencing decision-making and other aspects of lobbying.

To give a practical overview of the process, we will explore various issues and means of influencing as well as the European decision-making process, from its conception by the European Commission to the decision-making process.

This course will allow participants to understand the theory and practice of lobbying the EU. Participants will have real knowledge of the arena in which lobbying the EU and relevant stakeholders will take place. They will learn to explore different techniques on lobbying aspects and to analyze them.

This learning course helps to effectively influence the decision-making process at the local, national and international levels. It also allows participants to better understand the importance of involving a wide variety of stakeholders in the decision-making process, in order to define more needs-related policy objectives and priorities.

How to influence a particular target audience requires a knowledge and Skills.

Are you ready for the challenge?

Public Diplomacy

Public Diplomacy above all it is a game of strategy and strength between the parties.

Diplomacy is the art of letting someone else have your way. Proverb    

Lobbying Code of Conduct.

Despite what the general public thinks the lobbying activity is linked to corruption and other forms of illegal influence, real lobbying is not any of this and is governed by a code of conduct and various rules and protocol.

What does a Lobbyist do?

Lobbyists communicate with government representatives, officials, and legislators on behalf of clients and causes.

A Master Communicator

Every successful lobbyist is a master communicator. The role calls for articulate and confident individuals who are focused on the success of the movement they are championing.


The most successful lobbyists know everything there is to know about the issue they are promoting. They get inside scoops that give them exceptional perspective and allow them to predict outcomes. They leverage their thorough familiarity with and understanding of the inner workings of a company or campaign to reach desired objectives.

Invested in a cause

While lawmakers want to see data and statistics before they commit to backing a cause, they are typically first captivated by a story. For this reason, most lobbyists work for causes that are close to their hearts, especially at the local level, with grassroots movements that affect communities or very specific groups. Graphs and charts are valid tools, but legislators are inspired more by seeing how a particular issue affects their constituents.


The term lobbying was derived from the act of standing in the lobbies right outside of voting chambers to influence lawmakers at the last minute. To this day, this bold approach defines the prototypical lobbyist. Regardless of the uncertainty, lobbyists keep their eyes on their target and on steering their audiences to act in a certain way.

There are various types of lobbying:

Direct (Inside) Lobbying

– meeting with congressmen and providing them with information pertinent to a bill being voted on
– imparting information with the help of graphs, charts, polls, and reports that illuminate the matter favorably
– meeting with and helping a politician draft legislation that is in their interest
– maintaining positive relationships with politicians who can be relied upon to support the interest
– raising money from other sources for re-election campaigns

Indirect (Outside) Lobbying

– enlisting the help of the community to influence politicians by writing, calling, or demonstrating
– spending long hours on the phone and writing letters, trying to encourage the community to get involved
– reporting to politicians the concerns and reactions of community members
– writing articles for newspapers and magazines and appearing on talk shows to generate interest

Paid versus Free Lobbying

Typically, a business or professional organization hires a lobbyist to represent their interests in Washington. However, some lobbyists decide to work pro bono, in support of a special cause or organization such as a non-profit. Choosing to work pro bono demonstrates a refusal to be swayed by money and sometimes helps convince others to support the issue at hand.

Single-issue versus Multi-issue Lobbying

This means that one can either lobby for a single issue or cause, or have the cause be broader, encompassing a wider set of issues. Those who work for corporations tend to be single-issue lobbyists; those who work for the interests of unions tend to be multi-issue lobbyists.

What Are the Qualifications for Being a Lobbyist?

The purpose of lobbying is to persuade politicians to enact or support legislation that benefits your organization or to get business and community leaders to support activities
Communication Skills

Lobbyists cannot succeed without strong oral communication and written communication skills. Much of lobbying centers on meetings with influential political or business leaders and trying to persuade them to their point of view. The ability to build rapport with and persuade others is critical to success. Lobbyists must also be able to express themselves in writing; they are often called to write memos to let politicians know of key issues before stopping by and to follow up with thank-you letters.

Analytical Skills

Lobbyists must analyze the situations faced by the companies they represent and determine the best people to contact, at what time and with what message. Planned visits are usually more effective in persuading political leaders. They also have to keep up with current political, business and legal activities to help their companies analyze the issues of most importance. Companies are at times affected by several political issues at once; in these instances the lobbyist must analyze the pros and cons of fighting each battle to make the most use of time and resources. Lobbyists must also do a lot of research and analyze polls and statistics to help support their messages.

Stress Management

The political and business arenas are dynamic. Issues can pop up without notice or evolve over time. Lobbyists need to manage an organized office to maintain an effective schedule and to optimize efficiency in planning and visits to leaders. Deadlines are common as legislators meet during certain time periods to discuss new laws. Community leaders also meet to plan city and county improvement projects and discuss tax issues. A good lobbyist knows when and where the meetings are that affect his employer.

 Run effective campaigns.

A successful lobbying campaign is clearly about much more than knocking on politicians’ doors. To run effective campaigns, lobbyists must:

Set SMART goals

For a lobbying campaign to be successful, the lobbyist must first define what success will look like. This is achieved by ensuring that all goals are Specific, Measurable, Achievable, and Timely.

Create the strategy

Goals are achieved through action and action happens with a strategy. Strategy determines which tactics will be the most effective. Because there is no single grassroots campaign template, it is important to develop a team of people who can collaborate openly to develop a dynamic and diverse strategy.

Communicate clearly

To reach the right audience, your message needs to be relevant, simple, and clear. Your communication strategy has to consider who you are trying to reach, what message is important to them, and how they are most likely to receive that message.

Engage media

Engage the media – especially opinion page writers – in your cause. Leverage social media channels like Facebook and Twitter is to increase your credibility and to expand your audience.

Fund raise

No matter how much passion and energy you have; no matter how extensive your volunteer workforce is, successful advocacy requires money. Money for resources like advertising, tables and chairs at events, food for volunteers, etc. need to be laid out in a strategic plan so that the appropriate funds can be raised.

Build coalitions

Advocacy and lobbying for policy changes are all about banding together like-minded people and organizations for a single purpose or cause. In addition, engage independent advocates, such as academics and other experts, who have the knowledge and capacity to put forward your cause.

Organize communities

How you organize should be focused on how to motivate both individuals and groups. This is where lobbyists really start to execute on their strategy, through formal events, directly on social media, by knocking on doors, and through partnering coalitions.

Engage policymakers

Elected officials rely on information from their constituents to make decisions. Organizations who educate and engage policy makers on the views of the voter around specific issues will be viewed as a credible and useful source of information.

What is the workplace of a Lobbyist?

Lobbyists tend to work long hours, typically between forty and eighty hours per week. When a bill is up for vote they will often work through the night. The positive is that a lot of the gruelling work that has to be done is in networking, meaning that lobbyists won’t necessarily be sitting behind a desk for all those hours.
Many agencies, businesses, institutions, and organizations are interested in using the skills and knowledge of lobbyists to promote and represent their cause. Below is an example of the types of employers that will hire a lobbyist:
  • Public and private corporations
  • Public Relations firms
  • Consulting firms
  • Federal, state, provincial, and municipal governments
  • Professional organizations and trade associations
  • Health authorities
  • Educational institutions
  • Financial institutions
  • Political and social organizations
  • Industry organizations
  • Scientific and research organizations

Lobbyist Registration 







Junior Lobbyist.


0-1 year of professional experience. Entry level for new Lobbyist.

Can lobby local Governmental Agencies and follow other top-level lobbyists in contact with national government bodies and international agencies in the country.


Knows fundamental concepts, practices, and procedures of influence communication.


Using established procedures and working under immediate supervision, performs assigned tasks. Work is routine and instructions are usually detailed.

Intermediate Lobbyist.

3-6 years of professional experience. Normally first Lobbyist certificate renewal. Can lobby local Governmental Agencies,  Government Representatives, Public Service and follow other top-level lobbyists in contact with international agencies in the country.
Knows fundamental concepts, practices, and procedures of influence communication.

Under supervision, performs work that is varied and that may be somewhat difficult in character, but usually involves limited responsibility.

Senior Lobbyist.


6-9 years of professional experience. Normally second Lobbyist certificate renewal.

Can lobby any national Governmental Agencies,  Government Representatives, Public Service, international agencies in the country and follow other top-level lobbyists in contact with international agencies outside the country.


Possesses and applies a broad knowledge of principles, practices, and procedures of particular field of specialization to the completion of difficult assignments.


Usually works with minimum supervision, conferring with superior on unusual matters. May be assisted by Junior or Intermediate Level Lobbyists.

Assignments are wide at the national level and may initiate contact with international organizations accompanied by other top-level lobbyists.

Lead Lobbyist.

more than 9 years of experience as a lobbyist. Can lead negotiation teams do not require specialization.

Possesses and applies comprehensive knowledge of particular field without specialization to the completion of complex assignments. May cross fields.

Under general supervision, plans, conducts and supervises assignments. Reviews progress and evaluate results. Plans and assigns Lobbyist for given projects or tasks. Recommends changes in procedures. Operates with substantial latitude for unreviewed action or decision. Reviews progress with the EEIGCham Board.

Specialist Lobbyist.

More than 9 years of experience as a lobbyist with specialization in a particular sector. Top level Lobbyist with specialization in a particular sector and considerable results achieved.

Possesses and applies comprehensive knowledge of particular field of specialization to the completion of significant assignments.

Has well-developed leadership qualities.


Plans and conducts assignments, generally involving the larger and more important projects or more than one project.

Reviews progress and evaluate results. May lead or direct projects. Assists with the review and evaluation of Lobbyists performance. May act in a liaison capacity with other departments, divisions, and organizations. Evaluates progress and results and recommends major changes in procedures.

Operates with substantial latitude for unreviewed action or decision. Reviews progress with the EEIGCham Board.

Consultant Lobbyist.


More than 9 years of experience as a lobbyist with specialization in a particular organisation.

Top level Lobbyist with considerable results achieved in a particular organization.


Possesses and applies an advanced knowledge of particular organisation to the completion of projects of major complexity. Must have achieved recognized standing in a professional field through original contribution.


Plans and conducts assignments, generally involving the larger and more important projects or more than one complex projects necessitating the origination and application of new and unique approaches.

Plans and directs projects and leadership and consultation to professional co-workers. May represent the organization in outside discussions and technical forums. Generally works with wide latitude for unreviewed action or decision.

European Economic Chamber EEIGCham

54, Rue Vautier – 1050 Brussels - BE 

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