Every piece of EU legislation that reaches the European Parliament has already been shaped, often quietly, by dozens of organisations working to influence its outcome before a single vote is cast. Understanding how that influence is built — legitimately and effectively — is what separates organisations that help shape policy from those that simply react to it.

This training course by Arab British Fellowship Training Academy focuses specifically on lobbying practice inside EU institutions: how decisions are actually made in Brussels, which channels of influence are available, and how to design a public affairs campaign that integrates with an organisation's broader business strategy. The course includes practical, institution-based training and a guided visit to the European Parliament to connect theory with the reality on the ground.

Political literature often describes lobby groups as organisations that influence decision-makers by pressuring government for concessions or securing support, direct or indirect. This course shows participants how to do that work professionally, ethically, and effectively.

Who Should Attend?

• Public affairs, government relations, and policy professionals.
• NGO and association staff engaging with EU institutions.
• Corporate representatives managing regulatory or legislative interests in Brussels.
• Journalists, researchers, and students following EU decision-making.

Course Objectives

By the end of this course, participants will be able to:

• Explain how key EU institutions make decisions and where lobbying fits in.
• Design a public affairs strategy aligned with an organisation's business goals.
• Build a lobbying campaign that shapes policy and the legislative environment.
• Engage the media effectively as part of a wider advocacy campaign.
• Use digital and social media tools for online advocacy.

Module 1: How Decisions Are Really Made in Brussels

• A practical overview of the key EU agencies and institutions
• The EU decision-making process: timing and windows for effective advocacy
• Where legitimate lobbying fits into the legislative process

Module 2: Media and Communication Channels in Brussels

• Brussels and EU media landscape: online and offline channels
• Tools and resources available to public affairs and government relations staff
• Building relationships with journalists covering EU policy

Module 3: Designing a Public Affairs Strategy

• Integrating public affairs activity with the organisation's business strategy
• Building a lobbying campaign aimed at shaping policy and legislation
• Setting realistic, measurable objectives for an advocacy campaign

Module 4: Working with the Media During a Campaign

• Leveraging media influence as part of a lobbying campaign
• Preparing spokespeople and messaging for public statements
• Managing reputational risk during a public affairs campaign

Module 5: Digital and Online Advocacy

• Conducting advocacy through key social media tools and platforms
• Monitoring EU policy debates and stakeholder sentiment online
• Combining digital and traditional advocacy channels effectively

Module 6: Practical Simulation and Applied Learning

• Simulation exercise: preparing a mock advocacy campaign
• Team presentations: designing an EU advocacy campaign
• Practical conclusions and lessons learned from the simulation