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The art of political persuasion

By Lionel Zetter

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The art of political persuasion

By Lionel Zetter

Jacket text

Fully revised, updated and expanded third edition

Lobbying is a global industry which thrives wherever democracy is established. This third edition of Lobbying by Lionel Zetter straddles the globe, from the USA to Japan. It covers the Westminster and Scottish Parliaments, and the Welsh, Northern Ireland and London Assemblies. It examines the lobbying scenes in the USA and Brussels. Finally, the book also deals with Asia, the Gulf and the Middle East.

The acknowledged industry bible, this book explains all aspects of lobbying in an expert yet accessible manner. Areas covered include:

– the historical background to lobbying, and the ethical and regulatory frameworks
– advice on how to break into lobbying
– the mechanics of lobbying, and the techniques employed by lobbyists around the world
– the various types of lobbying and public affairs campaigns
– how to use the media and third-party advocates in support of a campaign
– a step-by-step guide to planning and implementing a lobbying campaign.

The author is an acknowledged expert in his field, and this book represents a distillation of his decades of experience. There are also ‘top tips’ from some of the most senior lobbyists in the world, as well as contributions from elected politicians.

About the author

Lionel Zetter was born in Glasgow. He was educated at American international schools before going to Berkhamsted School, Hertfordshire, and then on to the University of Sussex. He took a BA Hons in History and African and Asian Studies, and then an MA in Strategic Studies. He has travelled widely throughout Europe, Africa, Asia and the Middle East.

On the political front the author has worked in the House of Commons and the House of Lords, and also in Conservative Central Office. He has also been a Conservative association chairman, branch chairman, election agent, local councillor and parliamentary candidate.

During his professional career, Lionel was an associate director of the Media Information Group, and company secretary of Political Research and Communications International. He went on to become managing director of Parliamentary Monitoring Services Ltd and Political Wizard Ltd, and non-executive deputy chairman of Dods Parliamentary Communications Ltd. He has also been a director of polling company ComResa senior adviser to specialist recruitment firm Ellwood Atfield, and Senior Counsel at APCO Worldwide

Lionel has been chairman of the Government Affairs Group and president of the Chartered Institute of Public Relations (CIPR). He is a Fellow of the CIPR, and of the Public Relations Consultants Association (PRCA), and the Royal Society of Arts. He is also a member of the National Union of Journalists (NUJ).

Lionel has written, spoken and taught widely on politics and public affairs. He is now Director of The European Azerbaijan Society, vice-president of PublicAffairsAsia, a director of the Enterprise Forum, chairman of the PRCA Public Affairs Group, and publisher of Zetter’s Political Companion.

In 2008 Lionel was voted Public Affairs 'Personality of the Year' by the Readers of Public Affairs News, and in 2012 he received the PAN 'Outstanding Achievement' award.


“If you buy one book about lobbying make it this one.”

– Jon McLeod, Chairman, UK Public Affairs, Weber Shandwick

“Public affairs in the UK has no more diplomatic an ambassador and no more valiant a champion than Zetter.”

– Jonathan Bracken, Partner and Head of Public Policy, Bircham Dyson Bell

“Rigorous and insightful … the definitive handbook for anyone interested in the craft of lobbying, from industry veteran to A-level politics student.”

– John Lehal, Managing Director, Insight Public Affairs

“Zetter provides one of the most in-depth analyses of lobbying and how it works. Unlike many, he has looked beyond Brussels, Westminster and the Beltway to examine the role of lobbying in the emerging markets. But he has also done much more than just look at the mechanics of lobbying, he has provided one of the most comprehensive analyses of the legitimacy of lobbying in today’s democracies. By doing that he has done a service not just for the lobbying industry, but for politicians, civil servants and political scientists alike.”

– Sacha Deshmukh, Chair. War Child and Deputy Chair. Citizens Advice

“Comprehensive, wide ranging and accessible … the first book to span the world of lobbying from London, Brussels and Washington to Asia.”

– David Earnshaw, Chairman, Burson-Marsteller Brussels

“This book covers the waterfront of what lobbying is, why we need it, who the key players are and how it all works. Lionel Zetter has combined hard facts, expert interpretation and real-world practitioner insights into a very readable whole.”

– Tim Rycroft, Director of Communications Europe, InterContinental Hotels Group

“This book is great! As someone who has almost been around as long as Lionel, it was great to have such an up-to-date take on who we are, what we actually do and why we are worth it. This book is very informed, illuminating and, I think, the ultimate guide to lobbying.”

– Gill Morris, Managing Director, Connect Communications

“The best definition of politics is who gets what, when, where and how. This excellent book shows you the when, where and how.”

– Edmund King, President, Automobile Association

“To my knowledge this book is unique in its breadth, depth and geographical scope and I have no doubt that it will quickly become established as an essential companion for public affairs practitioners. It pulls off the unusual feat of being both practical and entertaining and, in my experience, it all rings true. It is an added bonus that Lionel Zetter’s fabled network of contacts has also enabled him to pull together incisive and useful tips from senior practitioners across the lobbying business.”

– Michael Burrell, Founder, Michael Burrell Associates, Former Chair of the Association of Professional Political Consultants (APPC)

“Lionel Zetter understands better than most the realities of lobbying and its relevance to good governance in the UK. This is an affectionate yet serious analysis by somebody who cares about the lobbying industry. It should be read by anybody who wants to understand how British politics really works …”

– Peter Bingle, Founder Terrapin Communications


Praise for Lobbying
About the author
Foreword by Jonathan Bracken

Part 1 - Introduction To Lobbying
1.1 Definitions
1.2 History
1.3 Ethics and Regulation
1.4 Funding and Donations

Part 2 - The Mechanics Of Lobbying
2.1 Rationale for Lobbying
2.1.1 Threat
2.1.2 Opportunity
2.2 Types of Lobbying Campaigns
2.2.1 Profile raising
2.2.2 Contact programme
2.2.3 Policy shaping
2.2.4 Legislation changing
2.3 Starting a Career in Lobbying
2.3.1 Academic qualifications
2.3.2 Internships
2.3.3 Advertisements
2.3.4 Websites
2.3.5 Recruitment consultancies
2.4 Appointing a Lobbying Consultancy
2.4.1 Written proposal
2.4.2 Presentation
2.4.3 Contractual benchmarks
2.4.4 Freelancers

Part 3 - The Tools Of Lobbying
3.1 Monitoring and Intelligence
3.1.1 In-house monitoring
3.1.2 Monitoring agencies
3.1.3 Public affairs consultancy monitoring
3.2 Reference Titles
3.3 Opinion Polling
3.4 Relationship Management
3.5 Online Campaigning
3.6 Messaging
3.7 The Media

Part 4 - Lobbying Whitehall And Westminster
4.1 The Civil Service
4.1.1 Whitehall
4.1.2 Contacting civil servants
4.1.3 Special advisers
4.1.4 Executive agencies and non-departmental public bodies
4.1.5 Regulators
4.2 Political Parties
4.3 House of Commons
4.3.1 Prime Minister
4.3.2 Cabinet
4.3.3 Ministers
4.3.4 Parliamentary private secretaries
4.3.5 Whips
4.3.6 Members of Parliament
4.3.7 Prospective parliamentary candidates
4.3.8 Queen's Speech
4.3.9 Select committees
4.3.10 Consultation documents
4.3.11 Early day motions
4.3.12 Business questions
4.3.13 Petitions
4.3.14 Oral questions
4.3.15 Prime Minister's questions
4.3.16 Written questions
4.3.17 Written ministerial statements
4.3.18 Urgent questions
4.3.19 All-Party Parliamentary Groups
4.3.20 Party committees and groups
4.3.21 Exhibitions
4.3.22 Function rooms
4.3.23 Mass lobbies
4.3.24 Debates
4.3.25 Legislation
4.3.26 Finance
4.3.27 House of Commons Reform
4.4 House of Lords
4.4.1 Cabinet
4.4.2 Ministers
4.4.3 Whips
4.4.4 Queen's Speech
4.4.5 Select committees
4.4.6 Oral questions
4.4.7 Written questions
4.4.8 Debates
4.4.9 Legislation
4.4.10 House of Lords Reform

Part 5 - Planning And Implementing A Public Affairs Campaign
5.1 Planning a Public Affairs Campaign
5.1.1 Alignment
5.1.2 Priorities
5.1.3 Objectives
5.1.4 Message
5.1.5 Policy environment
5.1.6 Stakeholder mapping
5.2 Implementing a Public Affairs Campaign
5.2.1 Lobbying tactics
5.2.2 Monitoring and intelligence
5.2.3 Tasks
5.2.4 Timetable
5.2.5 Coalitions
5.2.6 Media and social media
5.2.7 Campaign phases
5.2.8 Adapt
5.2.9 Evaluate

Part 6 - Lobbying Other UK Institutions
6.1 Scottish Parliament
6.1.1 Powers
6.1.2 First minister
61.3 Cabinet
6.1.4 Legislation
6.1.5 Committees
6.1.6 Oral questions
6.1.7 Written questions
6.1.8 Motions
6.1.9 Petitions
6.2 Scottish Government
6.3 Scotland Office
6.4 Scottish Affairs Select Committee
6.5 Scottish Grand Committee
6.6 National Assembly for Wales
6.6.1 Powers
6.6.2 First minister
6.6.3 Cabinet
6.6.4 Departments
6.6.5 Finances
6.6.6 Legislation
6.6.7 Debates
6.6.8 Committees
6.6.9 Questions
6.6.10 Petitions
6.6.11 Cross-party groups
6.7 Wales Office
6.8 Welsh Affairs Select Committee
6.9 Welsh Grand Committee
6.10 Northern Ireland Assembly
6.10.1 Powers
6.10.2 First minister and deputy first minister
6.10.3 Executive Committee
6.10.4 Legislation
6.10.5 Finance
6.10.6 Debates
6.10.7 Committees
6.10.8 Questions
6.10.9 Petitions
6.11 Northern Ireland Executive Departments
6.12 Northern Ireland Office
6.13 Northern Ireland Affairs Select Committee
6.14 Northern Ireland Grand Committee
6.15 Greater London Authority
6.15.1 Mayor of London
6.15.2 London Assembly
6.15.3 Finances
6.16 Local Government
6.16.1 Structure
6.16.2 Planning
6.16.3 Licensing
6.16.4 Procurement
6.17 Parliamentary Commissioner for Administration (the Ombudsman)
6.18 Judiciary
6.18.1 Pepper v Hart
6.18.2 Judicial Review
6.18.3Human Rights Act
6.18.4 European Court of Justice

Part 7 - Lobbying The European Union
7.1 History and Background
7.2 European Council
7.3 Council of Ministers
7.3.1 Presidency
7.3.2 Comitology
7.3.4 UKREP
7.4 European Commission
7.4.1 Powers
7.4.2 President
7.4.3 College of Commissioners
7.4.4 Directorates-General
7.4.5 UK offices
7.5 European Parliament
7.5.1 President
7.5.2 Members of the European Parliament
7.5.3 Powers
7.5.4 Parties and political groups
7.5.5 Committees of the European Parliament
7.5.6 Intergroups
7.5.7 Questions
7.5.8 Resolutions
7.5.9 Petitions
7.5.10 Ombudsman
7.5.11 UK offices
7.6 Policy Formulation
7.6.1 Drivers
7.6.2 Policy areas
7.6.3 Roles of the institutions
7.6.4 Documents
7.7 Legislative Process
7.1 European Union law - types
7.7.2 European Union law - procedures
7.8 Finances
7.9 Other European Union Institutions
7.9. The European Court of Justice
7.9.2 European Court of Auditors
7.9.3 European Economic and Social Committee
7.9.4 Committee of the Regions
7.9.5 European Central Bank
7.9.6 European Investment Bank
7.9.7 European Union agencies
7.10 Other European Institutions
7.10.1 Council of Europe
7.10.2 European Court of Human Rights

Part 8 - Lobbying In The United States Of America
8.1 Constitution
8.2 President
8.3 Senate
8.3.1 Senior positions
8.4 House of Representatives
8.4.1 Senior positions
8.5 Committees
8.5.1 Senate committees
8.5.2 House of Representatives committees
8.5.3 Joint committees
8.6 Legislation
8.7 Finances
8.8 Judiciary
8.8.1 Supreme Court
8.8.2 Other courts
8.9 States
8.10 Ultimate Lobbying

Part 9 - Lobbying In Asia
9.1 China
9.1.1 Communist Party of China (CPC)
9.1.2 State and Central People's Government
9.1.3 National People's Congress (NPC)
9.1.4 Chinese People's Political Consultative Conference (CPCC)
9.1.5 State Council
9.1.6 People's Liberation Army (PLA)
9.1.7 The people
9.2 Hong Kong
9.2.1 Chief executive
9.2.2 Executive Council
9.2.3 Hong Kong Government
9.2.4 Legislative Council (LegCo)
9.2.5 The future
9.3 India
9.3.1 Legislative process
9.3.2 Finances
9.4 Japan
9.4.1 Diet
9.4.2 House of Representatives
9.4.3 House of Councillors
9.4.4 Prime Minister and cabinet
9.4.5 Ministries
9.4.6 Policy councils (shingi-kai)
9.4.7 Diet Standing Committees
9.4.8 Party committees
9.4.9 Parliamentary Leagues
9.4.10 Study groups
9.4.11 Media
9.4.12 Business lobbying groups - Japan Inc
9.4.13 Culture and language
9.4.14 The future
9.5 Thailand
9.5.1 National Assembly
9.6 Vietnam
9.7 Taiwan
9.8 South Korea
9.9 Indonesia
9.10 Australia
9.10.1 Federal Government
9.10.2 House of Representatives
9.10.3 Senate
9.10.4 States
9.10.5 Judiciary
9.11 Unique Challenges

Part 10 - Lobbying In The Middle East And Arabian Gulf
10.1 Bahrain
10.2 Egypt
10.3 Iran
10.4 Iraq
10.5 Israel
10.6 Jordan
10.7 Kuwait
10.8 Lebanon
10-.9 Oman
10-.10 Qatar
10.11 Saudi Arabia
10.12 Syria
10.13 United Arab Emirates

Part 11 - Public Diplomacy
11.1 Diplomatic Mission to Government
11.2 Government to Government


Published: 23/10/2014
Edition: 3rd
Pages: 630
Formats: paperback - ISBN 9780857194107
ebook - ISBN 9780857194541
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