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Review article

https://doi.org/10.22522/cmr20220176

Lobbying as a Branch of Public Relations

Karlo Kanajet orcid id orcid.org/0000-0002-5894-5416 ; Fakultet političkih znanosti u Zagrebu


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Abstract

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.

Keywords

lobbying, public relations, regulation, influence, interest groups, techniques

Hrčak ID:

280736

URI

https://hrcak.srce.hr/280736

Publication date:

18.7.2022.

Article data in other languages: croatian

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