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CIPR GAG was delighted to welcome Tim Lyons QC to the Institute of Directors to speak on the art of lobbying. Tim spoke as ‘something of a lobbyist as well as barrister,’ arguing there is little difference between the two, calling advocacy a ‘life skill’. As a QC who has advocated in court, in committee both in the UK, in Europe and internationally on behalf of clients, Tim was well-placed to argue that we all need advocates and that we all advocate.

Tim was compelling in both delivery and substance. In order to lobby effectively, he pointed to three elements: understanding the decision maker, dealing with the opposition and knowing your case and articulating it memorably. Certainly, looking at the concentration and interest around the room, Tim demonstrated his final point throughout his presentation.

In understanding the decision-maker, the audience was asked to consider where its interest in a lobbying situation lies. For example, is it changing of opinion, is it PR and indeed, is the decision-maker present? Over and above your own needs, show empathy with the committee, understanding that they are seeking help in arriving at a decision. In order to strike that balance, hints included avoiding jargon, keeping sentences short and, if dealing internationally, ensuring that what you say can be easily translated by an interpreter.

In order to deal with the opposition, it was clear that the first task is to indentify them – and it’s not always the person you think it is going to be. Those who, at first glance, would be assumed to support one another can have radically different motivations. For that reason, control is of the essence. Tim argued “don’t rely on anyone else to put forward your case.” Vitally, defeating the opposition is about positive affirmation of your case rather than negating theirs. Negation can backfire.

The final element of the art of advocacy is knowing your case and articulating it memorably.  Committees are naturally prejudiced so supplying a factual base is vital. They “abhor a factual vacuum” argues Tim so “don’t be frightened of details.” Crucially, make it memorable, you’ll need to say something three times for it to sink in and, in summing up, if you can reduce your case to one sentence, then do so. If you want a paragraph in the public domain when the committee write up its conclusions then make it easy for them - write it yourself and submit it as evidence.

Members and friends of CIPR GAG had a range of questions for Tim on the use of humour, the professionalisation of lobbying and the concept of a register and the right to be represented by an advocate.