This statement underlies a significant proportion of the comms briefs which agencies receive in Brussels. The thinking is as follows – “Pressure groups are more effective communicators and have shattered our reputation because we’ve never spoken up. Now, after 20 years of keeping quiet, we’re finally allowed to communicate. Excellent. Once we’ve said that our product is safe because the report we funded says so and/or that our industry employs X million people in Europe, we’ll be fine.”
No you won’t. The myth that misinformation amongst the elite drives policy that damages industry is one of Brussels’ biggest crocks of s***.
First, people – including MEPs or whoever – are entitled to a difference in opinion. Your product may be safe/beneficial, but the alternative is so too and is biodegradable to match. Or cheaper. Your industry may employ X million but the alternative industry employs Y million.
Second, believe it or not, public opinion matters. Sending your MEP a report won’t do if his/her constituents loathe you, even if they believe every word of your report. So the far bigger part of the puzzle becomes ensuring that whoever influences said MEP – constituents and whoever else – changes their mind. That calls for far-reaching reputation management programmes and a lot of perseverance. Daunting, but bury your head in the sand at your peril.