This half day face-to-face course is aimed at senior practitioners who wish to broaden and deepen their public affairs knowledge and skills.
The trainer is Lionel Zetter, senior counsel at APCO Worldwide and author of ‘Lobbying – the Art of Political Persuasion’. He draws on his thirty years experience of lobbying to cover areas such as:
- Ethics and regulation of lobbying in different jurisdictions
- Different techniques for lobbying in the UK, EU, USA and beyond
- Universal techniques applicable in any government relations environment
- Tools which can be used to enhance a public affairs campaign
- The types of lobbying campaign – both ‘insider’ and ‘outsider’
- The commercial imperative – why organisations lobby
- Why lobbying is ‘PR for grown-ups’
- Do’s and don’ts of lobbying at the highest level
As a result of participating in this course attendees can expect to:
- Have a broader understanding of the public affairs environment in an international context
- Have a firmer grasp of the ethical dimension of public affairs, including the impact of the Bribery Act and the Foreign and Corrupt Practices Act
- Be a better lobbyist, and a better manager of a public affairs team
About the Trainer
Lionel Zetter has worked for the Media Information Group and Political Research & Communications International. He was MD of Parliamentary Monitoring Services Ltd and Political Wizard Ltd, before selling the company to Dods Parliamentary Communication Ltd. He was Deputy Chairman of Dods until the end of 2007, and is now an independent public affairs consultant. Politically Lionel has chaired two Conservative Associations, and worked at Conservative Central Office. He has also been a general election agent, and stood for the Conservatives in Edmonton in 2005. Lionel is a Fellow of the CIPR and a Fellow of the Royal Society of Arts. He is also a member of the NUJ. He was President of the CIPR in 2007, and is also a former Chairman of the Government Affairs Group. He has written and spoken widely on public affairs, politics and public relations, and made frequent media appearances. He has written a book on political campaigning, and is currently writing a book on lobbying.