Some clarifications tp start with. Lobbying involves direct interactions with lawmakers and officials to influence specific legislation or regulations. It is typically a more formal and structured approach, often involving professional lobbyists with deep expertise in the legislative process. Advocacy, on the other hand, encompasses a broader range of activities aimed at promoting a cause or policy issue. This can include public campaigns, education efforts, and grassroots mobilisation, aiming to shape public opinion and create a favourable environment for policy change.
“The landscape of lobbying and advocacy for associations, particularly in Europe, is more dynamic and complex than ever,” Liaros said. “With stricter regulations and transparency requirements, associations must engage a wider range of stakeholders and address emerging policy issues such as sustainability and digital regulation.” The recent European Parliament elections proved the instability of the political environment (with significant shifts in party power and policy priorities) making it imperative for associations to adopt new strategies and create stronger cross-border collaborations.
It is clear that associations can no longer rely on traditional, narrow-focused lobbying tactics. Challenging as such constant change may sound, it also opens up new avenues for meaningful engagement and impact.
Evolving Strategies
Over the past decade, the sector has evolved from merely convincing the right officials about the importance of a policy to a complex ecosystem where technology and training are now the main ingredients. Liaros highlighted several key changes: “Lobbying and advocacy have become more professional, with better use of data, increased training, higher standards, and significant support from digital technologies.”
The increased professionalism in lobbying and advocacy is a response to the growing demands for transparency and accountability. Associations are investing more in data analytics to inform their strategies, allowing for more targeted and effective advocacy efforts. Moreover, the rise of digital platforms has democratised the advocacy space, enabling even smaller associations with limited resources to make their voices heard.
A great example of utilising digital platforms comes from MedTech Europe, who launched a series of award-winning mini documentary-style films produced by BBC StoryWorks. Each film presents to policymakers and the general public the stories of patients, healthcare professionals, and innovators, providing a profound understanding of the impact and potential of the medical technology sector.
Digital platforms are integral to modern advocacy. According to him, “they offer a powerful tool to enhance reach and engagement. However, associations must navigate challenges such as information overload and cybersecurity risks. Investing in training and robust security measures is essential to capitalise on digital opportunities.”
Information overload can dilute messages, making it essential to craft clear, concise communications to achieve effective lobbying and advocacy. “Set clear objectives, identify key decision-makers, and maintain consistent efforts over time. Building strong coalitions and tailoring messages to specific policymakers’ interests are also vital,” said Liaros. He stressed the importance of credibility, advocating for the use of data, research reports, and impact studies to bolster arguments. Advocacy is a long-term game, requiring sustained engagement and perseverance.
Adapting to Geopolitical Shifts
Despite these advancements, associations face persistent challenges. “Agility and responsiveness to political changes are crucial. Brexit is a prime example of how quickly the lobbying environment can shift, disrupting established political and economic relationships,” Liaros added.
Given the continuous nature of geopolitical changes, associations have to keep up with the current situation in order to create broader coalitions. “Nationalism and euroscepticism pose threats to cross-border collaboration, but they also present opportunities to strengthen international alliances,” he said.
A good way to tackle this is developing solid crisis management plans to address potential geopolitical disruptions like trade wars or political instability. Building public support and trust through awareness campaigns is also crucial. The European Chemical Industry Council (Cefic) launched an organic social media campaign to mobilise organisations to reach 1000 signatures on the Antwerp Declaration (a European Industrial Deal to complement the EU Green Deal and safeguard quality jobs in Europe). A customised social media toolkit used by signatories exponentially amplified the campaign, encouraged organisations to sign up, and made the message a key topic on social media. The effort resulted in a social media reach of 20+ million.
One of the most challenging yet vital aspects of advocacy is building coalitions and maintaining trust. “Stakeholders often have diverse interests and priorities, making it difficult to bring them together for a long-term cause,” Liaros noted. “Effective coalition building requires significant effort in negotiation and consensus building.”
Building coalitions is not just about aligning interests but also about fostering a sense of shared purpose and mutual trust. This requires ongoing negotiation and a commitment to transparency. By demonstrating accountability and ethical conduct, associations can build stronger, more resilient coalitions capable of driving significant policy changes.
Future Trends
The rise of Environmental, Social, and Governance (ESG) considerations represents a fundamental shift in the advocacy landscape. Associations that embrace these values not only align themselves with broader societal goals but also enhance their credibility and influence. Promoting sustainability and responsible governance can position associations as leaders in their fields, attracting support from both policymakers and the public.
Technology will continue to drive change. “AI and machine learning can predict policy trends and optimise advocacy strategies, while blockchain can ensure transparency in advocacy efforts by securely tracking interactions and transactions,” he predicted.
“For instance, this conversation we are having is based on knowledge, experience and ideas, but it took me quite a few hours to put my answers together, while AI could do pretty much the same within a few seconds, by analysing and combining huge amounts of data and information from various sources. AI is already in position to make sentiment analysis, so it can measure or at least predict the emotions and trends of the public or the decision makers with great accuracy. And, of course, this way it can also recommend more targeted and effective advocacy strategies. Virtual reality could also create immersive experiences to educate policymakers and the public on complex issues, making advocacy more compelling.”
As Liaros concluded: “In this ever-changing environment, it’s not about finding a magic recipe but about continuously adapting and refining your strategies to stay relevant and impactful. Consistent effort is key—advocacy is often a marathon, not a sprint. And don’t forget to celebrate your successes and make them public!”