Heard this week in Brussels. Perpetrator? A lobbyist for arguably the most hated industry in Europe. When, when, when will PA professionals realise we’re in 2011, not 1981. If you’re universally loathed, many a policy-maker – even those who side with you at heart – will not care what your report says, how many people you employ or what percentage of European GDP will go down the pan if they don’t let you carry on with business as usual. And while they keep chipping away at your business, you carry on trying to get as much face time as possible and your only KPI remains “number of meetings with policy-makers.” What do you think? That they didn’t hear you the first time? That leading a war of attrition will bore them into submission? Have you thought of teaming up with your leadership, business units, corporate comms, marketing and whoever else matters to overhaul your reputation? Probably not. Your loss.