I have been asked how you can make your case if you can’t meet officials and MEPs.
I have always viewed the memo as the most persuasive tool available. I realise few lobbyists agree with me.
I respect the advice of Richard Haas. In ‘The Power To Persuade’ he gives some clear guidelines for writing effective memos – see pages 89-96):
- Memos should be as short as possible.
- The purpose of a memo should be clear from the outset.
- Anticipate what issues will be of concern.
- Figure out how work a memo needs to accomplish. Is this the opener or your only shot?
- A memo is not an Agatha Christie novel.
- The analysis must be rigorous.
- The real costs and benefits of each option should be assessed over a period of time that is relevant.
- One of the options should be the status quo.
- Separate politics and partisanship from analysis
- If there is a relevant history, include it.
- Include what will be necessary to implement your recommendations
- Make sure that you include any weaknesses or risks in your own case.
- The best way to overcome an opposing argument or perspective is to preempt it.
- Do not provide analysis without offering your choice of the best options.
- Make sure the options are real ones.
- Be sure of the facts.
- Be explicit and careful about your assumptions and your methodology.
- Be aware of appearances.
- Memos can take a life of their own. Before you send a memo, always ask yourself how it might look in the newspaper or help someone with a different agenda.
I would add three things:
- Send the memo 48 hours advance of any call/video conference. The purpose of the call/virtual meeting is to get a decision. It is not to talk about stuff.
- If you are not prepared to hand over memo, don’t have the call. It suggests you have something to hide.
- Speaking to officials and advisers who receive a lot of notes from outside, notes sent with a view to persuade them, less than 5% of notes are persuasive.