The Brussels Diplomatic Academy kindly invite you to
Master Class
Lobbying in the EU
Exploring the Role of Alliances
Why are alliances important for successful representation in the European Union (EU)?
How do they look like and what are key factors for building up an efficient and effective
positioning? What steps do you need to take to have a lasting impact of alliances?
This master class will feature how alliances are built in a strategic and structural manner and
cover the fact that alliances are an essential part of EU advocacy and lobbying. The program
includes examples of alliances that are visibly successful in the automotive, energy building
& construction as well as professional services industries. Some alliance opportunities could
be considered only for a specific short term objective, some are aimed to fulfill a long term
strategic goal and yet others are “ad-hoc”.
The course is for all professionals aiming to become actively engaged with the EU.
AUDIENCE
The master class is aimed at:
- Government affairs professionals in corporations and associations
- Diplomats active in advocacy and EU-government relations
- NGO leaders and members
- Consultants
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ADDED VALUE
Alliances are important for a number of reasons – which we will explore in the program, for
example:
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Larger and wider support (representation) for a cause or issue at stake
More than one company or group has found a useful alternative solution
Going into the value chain of a product of issue: from producer to consumer interest
Added value becoming more effective in the longer term, and efficient using
resources
There is an increasing number of professionals active in the advocacy on EU level and
national level. Global companies and representative groups have also established a
presence in Brussels and/or foothold in member states. Diplomatic representations and
NGOs have increasingly focused on the decision making in the EU.
This course will add a new dimension to the understanding of how Europe works and
provide essential skills for all EU professionals. The course is dedicated to both the theory
and real case studies, both successes and failures and what can be learned from them.
CONTENTS
The principles are set in the context of the EU’s history, of the EU procedures, consultation
systems and regulation.
1. Importance of alliances
Successful representation in the European Union (EU)
Background of how alliances are developed
What is the scope: geographic dimension, value chain, broadness etc
Describing the role in the EU’s advocacy
2. Key factors for building up an efficient and effective positioning
What are the common factors to form an alliance
Who to include, and who is optional
How can you anticipate the response from other stakeholders
Is the “other side” looking for a broader solution, or not?
3. Steps for having a lasting impact of alliances
Role of honest and open debates
Types of relationships in a legal sense
Value, resource or financial incentives
4. Ground-rules for any alliance building
Legal checks and balances
Buy-in process of those represented
Light administration and procedures
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5. Examples of alliances for a better cause
Alliance for specific short term objective: gaining foothold in a new market
situation
Long term strategic goal: energy industry: renewable storage solution
Mostly “ad-hoc”: car industry on a specific regulatory issue
FACULTY
Alfons Westgeest is Managing Partner of Kellen Europe, a professional services firm for
regional, EU and global trade associations and professional societies, with focus on EU and
government relations and strategic advisory services. He holds a master degree in
Commercial and European law from the University of Leiden, the Netherlands and has over
30 years of experience in advising and managing business groups and representation in
Brussels and Washington DC and since 2006 in Beijing, China.
LEARNING OBJECTIVES
The course materials will be explained and debated with participants in a structured manner.
Classes will analyze Case Studies. Q&A will allow participants to learn faster. By the end of
the seminar, the participants should be able to:
- Identify the various opportunities to broaden the advocacy platform
- Analyse the ways going forward in building an alliance
- Understanding the key success factors and when to say yes or no to a partner
- Making sure all ground rules are covered
The working language of the course will be English.
COURSE MATERIAL
Before the start of the course, a syllabus compiled by the lecturer will be handed over to the
participants.
CERTIFICATION
Participants will receive a certificate of attendance from the Brussels Diplomatic Academy of
the Vrije Universiteit Brussel.
Examination is not compulsory. Participants who opt for the examination, will be offered a
certificate from the Brussels Diplomatic Academy of the Vrije Universiteit Brussel, signed by
the Rector.
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TIMING AND LOCATION
Dates:
15-16 September 2014
15 September 2014: from 10.00 to 17.00
16 September 2014: from 13.30 – 17.00
Location:
Vrije Universiteit Brussel, Pleinlaan 5, Karel Van Miert Building.
It is building number 5 on the campus plan that can be downloaded at
http://www.vub.ac.be/english/infoabout/campuses/etterbeek.html.
A description on how to find the campus is available on
http://www.vub.ac.be/english/infoabout/campuses/index.html#etterbeek.
Free parking facilities are available on the campus in front of the building. A bar code gives
access to the campus via campus entries 6 or 13 (see the red arrows on the campus plan).
The scanner for the bar code is situated under the intercom.
A few days before the start of the event, participants will receive a bar code giving access to
the parking.
METHOD OF PAYMENT AND CANCELLATION
Fees:
The fee for this master class is 1.125 EUR.
VAT Settlement: exempted from VAT: Art 44 § 2, 4° of the VAT code.
The above prices include the registration fee and all material relating to the “Exploring the
Role of Alliances” master class, as well as the coffee breaks for the duration of the event and
the networking reception.
Hotel accommodation is not included in the registration fees.
Flemish companies can make use of the “KMO-portefeuille”: www.beaweb.be (Admission
number BDA for “Training”: DV.O211124).
Payment:
Attendees are requested to pay by bank transfer only, upon receipt of invoice.
Confirmation of registration and practical information will be sent only after receipt of
payment.
Cancellations:
Cancellations can only be accepted if received in writing to [email protected] by 1
September 2014. Fees (less 25 euro administrative charges) will then be refunded. After this
date, delegates will be liable for the full fee.
In case of cancellation, a substitution between members of the same company is still
possible at any time.
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REGISTRATION
To register for this master class, please fill in the online registration form available on
www.brusselsdiplomaticacademy.be.
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