Although the European Union’s engagement beyond its borders is ultimately about power, the concept remains under-utilized in empirical analyses of the European Neighbourhood Policy (ENP). This article therefore proposes political steering as an analytical framework to conceptualize and track the empirical use and entanglements of diverse forms of power, highlighting genuine soft mechanisms. These bind actors to discursive practices because formalized sanctions or institutions are absent. This case study of the EU’s human rights and rule-of-law promotion in Morocco reveals how such soft mechanisms are intertwined with indirect steering mechanisms to achieve technicalization of policy reform at the governmental level and parallel politicization at the societal level.