I’ve been mostly London-based for just over 6 months now. Three divergences in the practice of Public Affairs have stood out for me so far (although there are many more):
1. Media matters
Few truly pan-European publications exist (the FT and the Economist to some extent), while Brussels-EU media are information aggregators or news sources more than reflections of – or shapers of – public opinion. So when trying to influence an EU-level decision-maker via media, the PA professional either has to target pan-European publications (difficult – story needs to be bloody good) or go via national press (virtually impossible at scale – trying to do media in up to +20 markets requires more resource than PA teams tend to have). There’s a place for media in Brussels, but in a single national market with a concentrated, established suite of leading media outlets, media relations is easier (although by no means easy) and more impactful.
2. Sheer number of stakeholders
The bane of Brussels: finding someone who cares. Stakeholders i.e. people or organisations with a stake in your issue, largely only exist at national level. Obviously. This leaves Brussels PA folk with a variety of challenges. How to get national level stakeholders to take a real interest in Brussels? How to not offend by using too many stakeholders from a single member state, or only large member states, or only rich member states? In the UK, most stakeholders you’re interested in tend to care about the issue, and to boot, they’re usually not too far away.
3. Polling as a PA tool
Most issues in Brussels don’t have much of a public angle: they’re often too technical or niche for a wider audience to take any real interest. This almost always makes polling an irrelevance as a PA tool: why poll people, ostensibly in the hope of showing that you have public support, when the public knows nothing about your issue? Alternatively, there may be a public interest angle, but how are you going to poll across multiple member states without breaking the bank? In a national market, there’s almost always a public interest angle, plus polling is more economical to carry out, making it a far likelier PA tool (assuming you have a fair share of public support, clearly).
I suppose the overarching theme is that shaping the environment in which policy making happens is more prevalent in London – and other national markets no doubt – than in Brussels. Effective government relations alone tends to not be enough to win, making the practice of Public Affairs a broader – and I’d argue, interesting – exercise.