Strategic Advocacy for Public Service Media


This Master Class aims to further build the competence and know-how of participants in the processes, strategic calculations and instruments required to successfully manage advocacy efforts to defend the role, resources, prerogatives and added value of public service media (PSM) in an increasingly adversarial context.

It aims to capitalize on the three short online training sessions organized earlier by the EBU Academy on the appropriate approaches to the pandemic, storytelling, and stakeholders mapping. The Master Class intends to consolidate this introductory knowledge, and focus on the required techniques and skills to advocate the interests of PSMs in an impactful way. It combines in-depth operational analyses, practical exercises, best practices, and hands-on methods and instruments of direct benefit to participants that are used by other sectors.

The Master Class uses a multilevel governance approach with advocacy tools that are effective at both national and supranational levels of decision-making; it takes a particular focus at the European playing field. Current or future agendas, and major legislative operations affecting PSM, originate essentially from the European level; they relate notably to the legitimacy, added-value, market operations, competition conditions, and accountability of PSM. 

The Master Class will help participants read the challenges and choose the right battles, elaborate plans and roadmaps, lobby with integrity, adapt messages, and anticipate the functioning modes as well as preferences of the institutional and individual actors that should influenced to safeguard the interests of PSM.

Who it's for

Directors and Executives in charge of:

  • Communications
  • Strategy
  • Marketing
  • Policy

Skills Leant

Audience needs: How to better communicate the value of PSM
Storytelling: How to build a story that shows why PSM are important for society
Strategy: How to identify and convince important stakeholders. How to translate interests into positions, organize resources efficiently, and communicate effectively.

Course objectives

This Master Class offers the opportunity for participants to come with issues related to specific PSM challenges, and leave with sufficient confidence on how to better manage them through advocacy and lobbying. 


Day 1: 14:00 - 17:00
Day 2: 09:00 - 17:00
Day 3: 09:00 - 12:00

Content Outline

Session 1: Advocating and/or lobbying?

  • Lobbying as part of an advocacy strategy
    • Advocating a cause
    • Lobbying policy-makers  
  • Engaging PSM into advocating and/or lobbying
    • Exchange experiences and define main challenges of national PSM (common patterns, specificities)
    • Planning a campaign strategically (setting objectives and interests, gathering of facts, timeline and identification of required resources)
    • Secure a sustainable dialogue with partners both at the national level and the EU playing field.
    • Workshop: Organizing roles and functions in teams.

Session 2: Preparing a campaign

  • Mapping the scene
    • Understanding the political system, the policy-making mechanisms (including budgetary procedure)
    • Mapping all stakeholders, including possible allies or opponents (policy-makers in the Ministries and at the Parliament, trade associations, NGOs, political parties, think tanks, trade unions)
    • Stakeholders mapping exercise.
  • Defining and formulating messages (position papers, amendments to draft legislation or regulation, press releases, media campaigns, social networks)
    • Workshop.

Session 3: Executing a campaign

  • Communicating the messages
    • Running face-to-face meetings
    • Setting-up press conferences or events
  • Organising the follow up
    • Short term (follow up of meeting or conference, execution of campaign until close of legislative/budgetary procedure)
    • Long term (establishing PSM views in the political and national landscape)
  • Respecting laws and ethics
    • Main rules and practices derived from Codes of Conducts or Transparency rules (EU and national)
  • Practical exercise

Session 4: Approaching and lobbying the EU

  • Identifying the competencies of the EU as policy maker.
    • The EU and public service
    • The EU’s media policy (regulatory and supporting programmes network)
    • The EU as guardian of European values, including freedom of speech and plurality of media (Art.2 and 7 TEU, Charter of Fundamental Rights of the European Union
  • Strengthen your position at the EU level: Influential lobbying and representation of interests
  • Practical exercise. Participants are invited to blueprint an advocacy by implementing the knowledge, skills, and techniques presented in the Master Class.

Meet your faculty

Alain Guggenbühl

Professor and Senior Practitioner in Negotiations and EU Policy-Making

Alain is a scientific and practitioner of interest representation and negotiation strategies. He has directed the programme on European negotiations of the European Institute of Public Administration. He has been training and advising Diplomatic academies, EU officials and agencies, national ministries, third countries, business executives and social partners. He has taught EU Policy-Making as well as Negotiation Theory at the University of Louvain. He has also previously directed an EU Law Office in Brussels and managed litigations. He holds a PhD from the University of Louvain, two master degrees from the College of Europe, and has graduated in International Public Affairs. He also holds certificates in negotiation strategies from the Kellogg School of Management and the American Graduate University.

Pierre Lucas

Manager, Orgalime; Secretary General, Europump; Secretary General, Pneurop; Secretary General, EIA

Pierre is senior representative of corporate interests and a professional accredited lobbyist with scientific expertise as an academic. He is the Secretary-General of several European associations and a manager at Orgalim, the European Technology Industries Association. He is a member of the High-Level Expert Group on Artificial Intelligence set up by the European Commission. He has contributed to a number of strategic papers and communication campaigns. He holds degrees from the Institut d’Etudes Politiques of Paris, the Free University of Berlin, and the College of Europe. He has lectured at the European Institute of Public Administration; he has been teaching lobbying and advocacy for more than 10 years at the Institut d’Etudes Politiques of Lille.