Pregledni rad
https://doi.org/10.22522/cmr20220176
Lobbying as a Branch of Public Relations
Karlo Kanajet
orcid.org/0000-0002-5894-5416
; Fakultet političkih znanosti u Zagrebu
Sažetak
Lobbying is the widespread practice of advocating interests among decision-makers. In spite of this, it is insufficiently theoretically addressed. This paper takes the approach that lobbying can be most accurately understood as a branch of public relations. Therefore, terminology important for lobbying is compared with terminology from public relations theory. It has been demonstrated that, within the framework of the issue of regulation, the topic of transparency is essential for both areas. Influence as an important determinant of lobbying, given the difficulty of defining, can be compared with publicity. It was found that this term also overlaps with the categories of persuasion and "soft power". Another overlapping area was shown on the example of comparison of interest groups and stakeholders, in which the principle of organisation is essential both in lobbying and in public relations. The last argument in favour of defining lobbying as a branch of public relations is highlighted in the use of identical techniques and tools, primarily discussions.
Ključne riječi
lobbying, public relations, regulation, influence, interest groups, techniques
Hrčak ID:
280736
URI
Datum izdavanja:
18.7.2022.
Posjeta: 1.149 *