Lobbying and Public Affairs in the UK

503 Pages·2006·4.07 MB·English

Lobbying and Public Affairs in the UK:
The Relationship to Political Marketing

Charles Phillip Harris

A thesis submitted to the Manchester Metropolitan University
in partial fulfilment of the requirements for the degree of

DOCTOR OF PHILOSOPHY

Department of Retailing and Marketing
The Manchester Metropolitan University

September 1999
DECLARATION

No portion of the work referred to in this thesis has been submitted in support of an
application for another degree or qualification of this or any other university or institute
of learning
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ABSTRACT

This is a study into political lobbying and how it has become a feature of modern,
strategic business marketing. It includes the first longitudinal study of UK Political
Party Conferences over the period 1994-98 as market places for ‘business to business’
marketing as well as other political lobbying activity.

The research focuses on the lobbying of government in the UK for strategic market
advantage. Levels of activity, specific features and relationships are explored and
theoretical constructs proposed for the development of a general theory of lobbying as
part of relationship marketing. In the UK lobbying is a very difficult profession to
research because (by its very nature) it is a relatively quiet and discreet profession,
unlike in the US where it is regulated and visible.

Previous studies of lobbying in the UK are sparse and have focused on its growth and
particularly the rise of commercial lobbyists, who hire their services as consultants to
causes and organisations.

This thesis uses Layder’s (1993) ‘Resource Map’ approach to construct a realistic
model of political lobbying and its relationship within marketing. It adopts a network
approach (Häkansson, 1982) combined with ideographic data collections to explore and
evaluate political lobbying and its relationship with marketing. This suggests that the
growth of regulated markets, globalisation and transnational government are the critical
reasons why lobbying has become of such strategic importance not only to
governments, but also to organisations, industries and consequently management.

The study uses interviews with senior public affairs executives, politicians, civil
servants, and ‘not for profit’ campaigners and organisers to research issues and
emerging practice. A case study on Sunday Trading is developed to outline the features
and use of political lobbying and marketing to gain strategic advantage. This is
supported by a number of case histories which include The National Lottery, Small
Pharmacists, Food Labelling, Local Government Planning, Drug Patents, Energy Tax,
Television and Regulated Industries which are explored and the principal features and
emerging practice outlined. The link between regulation or position in a market and
levels of political lobbying activity is explored and theoretical constructs proposed.
Factors and skills that have lead to successful lobbying are then investigated and a
suggested model of how this could be considered as part of modern political marketing
is proposed. Future areas for research are then discussed.
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DEDICATION

To Irene for all her support and patience in giving-up so many weekends. They will be
restored soon.

Also to Albert and Miriam Harris, my parents, who taught me to explore, be an
individual and to never give up.

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ACKNOWLEDGEMENTS

This thesis is a study of an area where access is privileged, limited and closed to many.
To gain entry into party conferences, obtain information and interviews in political
lobbying, required the support of a large number of friends, colleagues, and a network
of contacts. I therefore owe thanks to a large number of people who supported the
research and trusted me enough to allow me access to professional relationships.

The study has evolved as the data has grown and analysis developed. This is reflected in
the shape of the thesis and its ethnographic underpinning.

I would like to thank in particular Professor Barry Davies for his academic guidance
and support throughout the research and writing of the thesis. Professor Neill Nugent
for his helpful comments in making me more aware of the developments and intricacies
of the political science literature.

Professor Tony Lowe who at a critical time provided moral support, intellectual
sustenance, to complete this study. Rob McLoughlin, chairman of Precise
Communications and Granada TV who introduced me to the joys of the Labour and
Conservative Party conferences and showed me how a regional stakeholder network
was developed and stimulated for the benefit of the North West.

In discussions internally and externally to MMU support has come from a number of
individuals, but the following colleagues have been particularly helpful in the
development of the research: John and Nicholas O’Shaughnessy, (Judge Institute,
Cambridge University), Richard Elliott, (Exeter University), Hanne Gardner
(Manchester Metropolitan University), Morris Holbrook, (Columbia Graduate School of
Business, New York), Bruce Newman (DePaul University, Chicago) and Jan-Ake
Törnroos (Swedish School of Economics, Turku).

In addition I have attended and presented papers on my research, at a number of
conferences and seminars over the past five years. I have received some very useful
comment from peers through this process, which has helped sustain and develop my
ideas and research. I have found the work and contributions from the IMP group of
researchers particularly useful.

In addition, the help and support of Leighton Andrews, was most illuminating and
welcome throughout the study.

Lastly, but by no means least, I owe a great debt of gratitude to Heather Standeven for
all her efforts in producing the final processed text for the thesis. Also, Chris Bagley
for helping with the graphics and Irene Harris for her strength of character in getting her
husband to complete the task.

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TABLE OF CONTENTS

Chapter Page

Abstract ii
Acknowledgements iv
Table of Contents v
List of Tables vi
List of Figures vii
List of Appendices ix
Abbreviations xi
List of Photographic Plates in Preface xiv

One Aim and Scope of Study 1

Two Political Lobbying: Definition and Demystification 22

Three More Questions than Answers for Management Research: 46
Issues Emerging from the Literature

Four Method, Questions and Reflection 77

Five The New Market Place: Business to Business Marketing and 114
Lobbying at Party Political Conferences: An Assessment of
Activity

Six The Rise of Strategic Political Lobbying and Public Affairs
163
in the UK

Seven Light and Dark: Evidence and Enquiry Gleaned from UK 209
Politicians and Civil Servants on Political Lobbying

Eight Discourse, Debate and Management Application 247

Nine Political Lobbying: Theory Development and Application 285

Ten Of Ends and Means: Conclusion 321

References 333

Appendices 361
v
LIST OF TABLES

Table Page

1 General Background Of Practitioners 25

2 A Conceptualisation of the Political/Strategic Lobbyist Role
27
3 Political Lobbying - Key Functions 36

4 Key Functions of Government and Public Affairs Work 43

5 Problem Shifts and Business Theory 87

6 Layder’s Research Map 91

7 The Managerial Approach and the Network Approach Compared 98

8 UK Party Conferences, by date and location attended over the period 100
1994-98 as part of research

9 Attendance of Representatives at Liberal Democrat Party Conferences 132
1992-7

10 Policy Sessions and Interests in attendance at the Labour Party 135
Conference, Blackpool, Monday 30th September to Thursday, 3rd
October 1996

11 Advertisements Placed in Official Party Publications, 1994-97 141

12 Exhibitors at Party Conferences, 1994-97 151

13 Fringe Events at Party Conferences, 1994-97
157

14 Checklist for Effective Strategic Public Affairs Management
278

15 Evolution of Modern Strategic Public Affairs
287

16 Shopping Hours Reform Council (SHRC) 304

17 Associates and Supporters of Keep Sunday Special Campaign (KSSC) 305
vi
LIST OF FIGURES

Figure Page

1 The Role of Political Lobbying as a Feature of Political Marketing 14
Communication with Government: A Model

2 The Analytical Approach, the Systems Approach and the Actor 84
Approach In Relation with Research Perspectives in Social Sciences

3 The Current Marketing Mix (4Ps) Paradigm of Marketing and the 85
Future Relationship Marketing Paradigm

4 The Embeddedness of Relationships 95

5 The KITE Model – A Framework for Analysis of Relationships 96

6 ‘Not for Profit’ advertisements in Official Party Conference
143
Publications, 1994-97

7 Private Sector Advertisements in Official Party Conference Publications, 145
1994-97

8 Advertisements by Sector in Official Party Conference Publications, 145
1994-97

9 Exhibitors by Sector and Percentage Share at Party Conferences, 153
1994-97

10 Exhibitors by Sector and Percentage Share at 1994 Party Conferences 154

11 Exhibitors by Sector and Percentage Share at 1997 Party Conferences 155

12 Fringe Meetings Held at Party Conferences by Sector, 1994-97 158

13 Relationship Marketing at Party Conferences: The New Policy Network 160

14 Principal Stages in the Legislative Process for Government Bills 261

15 Graphical Illustration of the Relationship Between Government 290
Regulatory Policy Level and Public Affairs Activity

16 The Catch 22 Matrix of Government Regulation and Political Marketing: 291
The Direct Relationship between Regulation and Political Lobbying

17 Machiavellian Marketing Graph: Illustrating the Relationship Between 292
Market Share and Levels of Public Affairs Activity Necessary to Ensure
Competitive Position
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18 The Machiavellian Marketing Matrix: The Isotropic Relationship 293
Between Market Share and Levels of Political Lobbying: The
Maintenance of a Dominant or Monopolistic Position in a Market
Sector Through Political Lobbying

19 Basic Structure of the Network Approach Applied to Lobbying 297

20 An Organisation Centred Lobbying Network 298

21 The Role of Political Lobbying as a Feature of Political Marketing 328
Communication with Government: A Model

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LIST OF APPENDICES

Appendix Page

1 List of Publications by Author: Reflecting Evolution of this Research 361
Study

2 List of Organisations Placing Advertisements, Exhibiting or Sponsoring 364
Fringe Meetings at the UK Party Political Conferences, by Sector,
1994-97

3 Advertisements from official Party Political Conference Publications: 404
Examples

4 Photographic Record of Party Conference Exhibitors 1994-98 406
(selected examples)

5 Photographic Record of Sponsored Fringe Events at Party Conferences 412
1994-98 (selected examples).

6 Table of Blackpool Hotel Venues Officially Listed and Used by the 1995 414
Conservative Party Conference.

7 Scale, Media Operations and Security at Modern Party Conferences and 415
examples from Photographic Record.

8 List of Subsidiary Interviews, Discussions and Specialist Presentations 419
Attended Involving Business Managers, Public Affairs Practitioners,
Pressure Groups and Associated Respondents

9 List of Prime Interviews with Political Lobbyists and Public Affairs
421
Executives by Date with Biographical Details

10 List of Subsidiary Interviews, Discussions obtained and Specialist 426
Presentations Attended involving Politicians, Civil Servants and
Associated Respondents

11 Interview held on 4th June, 1996, with Anthony Weale, Head of 428
Government Relations ICI Plc at Group Headquarters, Millbank
House, London.

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