A question of conscience for lobbyists (and advertisers)
Even more problematic than their lack of transparency is the unscrupulousness of some lobbyists. Black sheep—such as those who lobby on behalf of dictators or their companies—must be expelled from the trade association and prosecuted. But advertisers, too, need to adhere to higher ethical standards when working with clients.
Every lobbyist must be able to reconcile his mandates with his own conscience." This unnoticed key sentence in the current "Kazakhgate" debate appeared in the Handelszeitung newspaper last week. It was written by Walter Stüdeli, Managing Director of the Bern-based agency Köhler, Stüdeli & Partner and (apparently proud) member of the Swiss Public Affairs Society. Stüdeli primarily handles socio-political dossiers and has limited his mandates to Public-affairs.ch disclosed. Apparently even in full and including the start of the order, i.e. exactly as his trade association has been demanding since the middle of last year.
Ruined industry reputation
However, many other SPAG members continue to ignore this first step in the right direction - so far without any consequences. In doing so, the dark horses are ruining the very industry reputation that SPAG actually wanted to polish with this grandiose failed attempt at self-regulation.
However, a lack of transparency is just the icing on the cake of an even more fundamental problem of this ostracized guild: lobbyists have no ethical criteria when it comes to the nature and motivation of their clients. It is well known that the tobacco industry, arms companies and commodities moguls are among the major clients of these large agencies. In the meantime, however, autocrats and their entourage in Bern also prefer to be represented by lousy lobbyists rather than their diplomatic representatives.
Christa Markwalder should actually be thanked for this insight. Kazakhstan is certainly not the only dictatorship that can rely on the poor services of Swiss communication professionals. Another case is even on record, but has incomprehensibly not triggered a shitstorm: Jung von Matt's flagship advertisers have been promoting the Azerbaijani petrol station operator Socar since 2013. This is despite the fact that they know that this state-owned oil company finances one of the most repressive regimes in Europe.
From the mean to the mean
Not making common cause with the communities of this world: a service industry that claims to act in the public interest should be able to agree on such a minimum standard. And then, please, actually implement it. Transparency about current mandates would still be indispensable, but would then no longer have this political explosiveness. On the websites of Swiss public affairs market leaders such as FurrerHugi, the Dynamics Group or the consultants, however, instead of clear criteria for the acceptance of mandates, there are only more or less considerate reference lists. (The same applies to the leading advertising agencies, of course.) And when it comes to promoting in-house "values", it's always just about the bland craft, never about professional ethics. Nowadays, a "clean" client portfolio should, no: should actually be a competitive advantage worth its weight in gold. Especially in a competitive environment that is so backward in this respect.
Time for the question of conscience
"What do lobbyists need to do for their work to be appreciated by politicians, the administration, the media and the public?" This key question of the next SPAG session event shows: Spin doctors are craving social recognition more than ever. (Incidentally, they also have this in common with the notoriously profile-neurotic advertising industry).
So it's high time to ask ourselves a question of conscience. If not out of conviction, then at least to protect an already battered reputation. The next "Kazakhgate" will not be long in coming.
Oliver Classen is media spokesman for the development policy organization Berne Declaration. Previously, he worked as a media journalist.
