“An army of lobbyists isn't always necessary to make a positive impact in Europe”

01/05/2024 - The European Union increasingly influences your organization: in Brussels, the agenda is set, and regulatory frameworks are established. And that poses risks, for example, if your voice in Europe isn't heard. Understanding the European debate and insights into Brussels dynamics are crucial for companies to operate effectively, even within the member states themselves. Let's discuss this with Paulien van der Lem, Senior Consultant Public Affairs. 

1. Why is Brussels lobbying so important?

It can sometimes be difficult to timely identify the level of impact legislation has. Additionally, the scope isn't always easy to estimate; sometimes an entire sector unexpectedly falls under a new directive. Moreover, there's often only a few days between the announcement of an implementation law and its effective date. This has a huge impact on your company. Timely identifying opportunities and risks is therefore very important. And yes, as cliché as it sounds, when things go wrong, a company is often sharper in monitoring developments in Europe afterward.

"An army of lobbyists isn't always necessary to make a positive impact in Europe."

2. In what way is a company effective in Brussels? 

The idea that it's necessary to have an army of lobbyists in Brussels isn't entirely accurate. The danger for large corporates is fragmentation, and if they organize themselves well, the quality of information provision is more important than quantity. If large companies have a clear vision and at the same time allow enough room for national implementation with a clear point of contact within that country, then you'll go a long way in your information flow to and from Brussels. Sometimes, having too many people involved only complicates matters further. 

"Continuity of a public affairs team is very important to grow with your company.” 

3. And what does such a national implementation look like?

A clear, unified vision from the headquarters. These could be guidelines or frameworks, for example. And of course, a Dutch PA manager knows the national politics and culture best, which has definite advantages. Additionally, continuity is important to grow with your company. "Whether you need to explain who you are and what you stand for" is often intuitive, and not always quantifiable. And of course, this reputation has a significant impact on your PA strategy, even within international frameworks.

"As a company, you have many opportunities to contribute to the flow of information towards European policymakers."

4. How is it possible to influence Europe from the Netherlands?

It's important to forge alliances, even with the less usual suspects. Organizing a roundtable discussion where you explain what a particular law means for a sector, for example, can be very valuable. You're then facilitating a meaningful flow of information - which can be very useful for civil servants. They also have to deal with European legislation that they sometimes encounter. And it's a bonus if the respective civil servant passes this message on to the minister, as they have influence in Europe.