Many foreign missions to the EU are so understaffed that they can do little more than maintain a formal presence, to keep up appearances in Brussels. Does this matter? The answer surely is YES. In an era transformed by globalisation and the communications revolution, a well-resourced  diplomatic effort is more crucial than ever. Having strong connections not only with the EU institutions but with business and civil society in EU member states is increasingly vital to national interests.

AALEP Chairman will meet on 23 May with a large delegation of employers' and associations'representatives from Poland including Microsoft, TP SA (largest Telecommunication Polish provider); Employers of Poland (representing the interests of Polish employers); CECED Polska (European Committee of Domestic Equipment Manufacturers); FRSE (Foundation for the Development of Educational Systems); SME UNION of Poland to present AALEP and discuss lobbying at the EU level.

Public diplomacy at EU level might be defined as "understanding, informing and influencing EU publics in promotion of the national interests as well as broadening the dialogue between a foreign country and the EU instutions".

Today, the European Union places enormous pressures on the needs for envoys of the highest calibre to fulfill four core functions: First, the Ambassador is the Chief Intelligence Officer of his country; Second, the Ambassador is the Chief Lobbyist for representing his country's national interests to the EU; Third, the Ambassador is the Chief Promoter of his country's industry, trade and economic prosperity; Fourth, the Ambassador is the Chief Advocate who help EU decision-makers understand his country's political realities.

A professional association (also called a professional body, professional institute, professional organisation, or professional society) is a non-profit organisation seeking to further a particular profession, the interests of the individuals engaged in that profession and the public interest First and foremost being a member of a professional society establishes one as a career professional. You officially have demonstrated your interest and commitment to advancing the field, and you have ensured your ability to connect with the mainstream of the profession.

The "Europe Day" on 9 May marks the anniversary of the 'Schuman Declaration', the pivotal moment that led to the creation of what is today the European Union. On 9 May 1950 In Paris  against the background of the threat of a Third World War engulfing the whole of Europe, the French Foreign Minister Robert Schuman read to the international press a declaration calling France, Germany and other European countries to pool together their coal and steel production as "the first concrete foundation of a European federation".

Often foreign countries when communicating with the EU send  wrong messages that only serve to reinforce the unfavourable views already held by people. They should use Western advisors to craft the proper messages. Often words come from foreign countries well after negative Western media coverage or sometimes, there is no communication. Foreign countries need to delegate responsibility for communicating their viewpoints to their national embassies or missions in Brussels.

Lobbying is still a tricky affair for many foreign companies trying to make their way in China. In China one often does not hear about laws until they have already been enacted. Even knowing whom to lobby is hard.

European Chambers of Commerce established in third countries provide European businesses with a channel of communication and lobbying to the country's political and economic authorities as well as business associations.

Indeed, they represent the main advocacy organisation on the front lines in the third country where they are present, dealing with the host government, issuing position papers and engaging in regular business-government dialogues.

Increasingly, foreign governments like corporations draw on public relations and public affairs initiatives to support their marketing efforts. Like companies, countries have to position themselves and promote their competitive advantages. Indeed, globalization has brought the need of strategic positioning to the fore.