1. Lobby & PressureGroups I www.dogcomunicacion.com Rafa Rubio

2. Lobby & PressureGroups I Rafa Rubio

3. Index 1. Survival of the fittest or political participation of society 2. Social Movement, NGOs and other pressure groups 3. Lobby legal-political framework 4. Tools, kinds and pressure groups 5. Campaign planning 6. Evaluation and monitoring 7. Campaign implementation 8. Practical examples 2 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

4. Index 1. Survival of the fittest or political participation of society 3 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

6. Si hallare en Sodoma cincuenta justos dentro de la ciudad, perdonaré a todo este lugar por amor a ellos

7. Quizá faltarán de cincuenta justos cinco; ¿destruirás por aquellos cinco toda la ciudad?

8. No la destruiré, si hallare allí cuarenta y cinco.

9. Quizá se hallarán allí cuarenta.

10. No lo haré por amor a los cuarenta

11. Quizá se hallarán allí diez. - No la destruiré, por amor a los diez 4 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

13. Considered as socioeconomic power structures that take advantage of their privilege position to obtain preferential treatment from public authorities

14. Their usual tools are closer to corruption and favoritism than to the normality of democracyExtrasalary ReallyExpensive gifts Electioncampaignfinancing 5 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

15. … or political participation of society Opposite to these pressure groups, there are another kind of groups that defend noble causes in the interest of humanity They are groups that arise spontaneously and defend a series of philanthropic interests: environment, cancellation of foreign debt, Palestinian cause, etc.: they face savage imperialism and capitalism. These groups use public awareness and don’t have the means to subvert the system Defended interests and means employedare the elements that may distort the system 6 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

16. Lobby orpressuregroup: Legitimation Inequality commongood vs. owninterests Social Basis 7

17. Index 1. Survival of the fittest or political participation of society 2. Lobby, Social Movement, NGOs and other pressure groups 9 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

18. Social Movement, NGOs and otherpressuregroups So, we found several figuras that will share their aim: defend their interests against public power, but not their causes or their means Social Movements NOGsUnions Think Tank Thought foundations PAC Caecus Pressure Groups Lobbies ¿Political parties? Law Firms 10 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

20. Lobby orpressuregroup Group of people that come together in defense of common interests and defend them against the government outside the electoral path GovernmentAffairsPolitical AffairsCorporate AffairsB2A Political RelationsPublicAffairsInstitutionalRelationsPolitical ComunicationStrategicRelations Lobby: onbehalf of thirds PressureGroup: in theirownname 12 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

21. Lobby concept Set of activities aimed at exerting pressure on the authorities, in the interests of his client, in public decision-making 13 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

22. Index 1. Survival of the fittest or political participation of society 2. Social Movement, NGOs and other pressure groups 3. Lobby legal-political framework 14 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

24. Representation complement?

25. Asociative way?

26. Are ways of doing:

27. Public Relations

28. Lawyer’s Offices

29. Position oflegislativeaffairs or legal manager in NGOs and companies

30. Company President

31. Institutional Insertions:

32. Councils

33. Congressional hearings15 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

35. Access to the Congress: Netherland, France, Finland

36. Legislative path

37. Congressman statute (UK) 16 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

38. Legal – political framework No law about lobby In 1978 Manuel Fraga tried to introduce lobby in the Spanish Constitution without succed 77.3 and 77.4 stablished a access right to the interest groups and the legal obligation to regulate though Ley Orgánica 1990 and 1993 Congress passed two proposition to made a law about it, but never developed it. 17 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

40. Law firms

41. June 2009, depthh review:

42. Individual lobbysts name

43. Client spending

44. Single register for the European Institutions. 18 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

46. Definition Any proactive engagement with personnel and members of European institutions with the objective of promoting a particular policy or legislative outcome (SEAP) Direct lobby, about 5 to 20% of the activities Strategic policies Comunication Legal advise 20 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

47. Index 1. Survival of the fittest or political participation of society 2. Social Movement, NGOs and other pressure groups 3. Lobby legal-political framework 4. Tools, kinds and pressure groups 21 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

48. Kinds of pressuregroups Associations / Unions / Industry – Regional Confederations Companies / Business Groups NGOs CommonGood ExternalConsultants: Legal / Communication / Management / Ex-political 23 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

49. Kinds of pressuregroups 70 % Industrial Interests 20% Regions, Cities 10% NGOs 24 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

51. Direct Lobbying

52. Top Lobbying

53. Bottom Lobbying

54. B2B

55. Coalition Building

56. Top Management

57. Negotiation Strategy

58. Comunication

59. Reputation Management

60. Crisis Management

61. Corporate Social Responsibility

62. Marketing Intelligence 25 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

64. Message

65. Team

66. Budget

67. Timing26 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

68. Campaignplanning: strategy Aproach General interests and stakeholders Strategiclines Aims of thecampaign FeasibleSteps 20 27 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

70. Prospects analisys in short, medium and large term

71. Position of the public opinion regarding the problemQuantitativeAnalisys QualitityAnalisys 28 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

72. CampaignPlanning: strategy 29

74. Bicameral

76. Amendments in committee and plenary20 30 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

77. CampaignPlanning: Timing all task have deadlines determine when to make each of the pressure tactics Timing Setting the times before the relevant dates can affect the fulfillment of the objectives 31

78. Campaignplanning: message Convey ourbasic idear of thecampaign onethatreflectedthe ideas, forces and aspirationsthatwehavededucedexpressedemotional and motivational 32

80. Mustbetransmitedwithenergy, enthusiasm and conviction

81. It’s exclusive ours

82. It’stheonlythingwewantthecustomerstoremember

83. Shouldbe simple, direct, easytoremember (precise)

84. Captures ourcapacity, experience, vision and warmth

85. Specific: thatdifferenciatesusfromothers

86. General: so it can beused in differentways

87. Mixed: givereasonstomind and capture theheart

88. Segment: Adaptable todiferentgroups20 33 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

89. Campaignplanning: theteam Fewemployeesdevotedtolecture Prestigiousjournalistsengaged in PR Prestigiousjournalistsengaged in PR Scientifistsdevotedtosupportthethesis Juristsdedicatedtomonitoringdraftlaws 20 34 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

90. CampaignPlanning: budget 20 35 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

91. Index 1. Survival of the fittest or political participation of society 2. Social Movement, NGOs and other pressure groups 3. Lobby legal-political framework 4. Tools, kinds and pressure groups 5. Campaign planning 6. Evaluation and monitoring 36 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

92. Specificindicatorsdesign Strengths Weaknesses Opportunities Threats Evaluation and Monitoring Prevention of possible crisis 20 37 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

93. Evaluation and Monitoring Plan B 20 38 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

94. Index 1. Survival of the fittest or political participation of society 2. Social Movement, NGOs and other pressure groups 3. Lobby legal-political framework 4. Tools, kinds and pressure groups 5. Campaign planning 6. Evaluation and monitoring 7. Campaign implementation 39 guau@dogcomunicacion.com Tlf: +34 91 57 57 755

96. Symbol

97. Comunication and Presence

98. Masivecampaign

99. Personal relationship

100. Traditional Media Advertising

101. Advertiseon New Technologies

102. Result20 40 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

103. Campaignimplementation: Symbol CLAIM Logo 20 42 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

104. Campaignimplementation: Symbol Recognizable Sentimental Visible Social attraction Financing Adaptable 20 43 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755

105. Campaignimplementation: Arguments INFLUENTIAL OPINION MAKERS LEADERS CONTROL TRAINING CLARITY 20 45 guau@dogcomunicacion.com guau@dogcomunicacion.com Tlf: +34 91 57 57 755 Tlf: +34 91 57 57 755