We are pleased to launch “Meet the members”, a new short interview series highlighting the people behind SEAP and the diversity of experience within our community. The series kicks off with SEAP President Emma Brown, followed by other Board members. We look forward to showcasing the voices, ideas and expertise that make SEAP such a strong and trusted network.
1. Can you briefly introduce yourself, your current role and the type of organisation you work for?
I’m Emma Brown. By day, I’m Director of Public Affairs and Communications at CropLife Europe, a Brussels-based European trade association spanning the crop protection toolbox. I also serve as President of SEAP, supporting public affairs professionals and promoting high standards — integrity, accountability and openness— in how we engage EU institutions.
2. Why did you/your organisation decide to join SEAP, and what aspect of SEAP membership do you value most?
I joined SEAP nearly a decade ago because it champions the standards our profession needs: transparency, ethical lobbying and better regulation. What I value most is the community. We come together to share best practice, learn across sectors and show that public affairs is human and really quite creative.
3. From your perspective, what is the biggest challenge or opportunity currently facing the EU public affairs profession – and where do you see SEAP’s role in addressing it?
Public trust. Too many still see lobbying as “secret influence”, rather than constructive, human dialogue that helps policymakers test ideas. SEAP’s role is to set the benchmark: champion transparency and ethical standards, share best practice, and promote better regulation across the profession.
4. What one piece of advice would you give to someone who wants to lobby effectively and ethically in Brussels?
Be useful, be honest, be accountable: bring one clear message, backed by evidence, and be upfront about what you want and why. Build relationships, but respect people’s time, poorly prepared meetings cost you credibility fast.