Lobbying as a Branch of Public Relations

Autor: Kanajet, Karlo
Jazyk: chorvatština
Rok vydání: 2022
Předmět:
Zdroj: Communication Management Review
Volume 07
Issue 01
ISSN: 2459-6086
2459-590X
Popis: Lobiranje je široko rasprostranjena praksa zagovaranja interesa kod donositelja odluka. Unatoč tome, nedovoljno je teoretski obrađeno. Ovaj rad zauzima pristup kako se lobiranje najpreciznije može shvatiti kao grana odnosa s javnošću. Stoga se pojmovi važni za lobiranje uspoređuju s pojmovima iz teorije odnosa s javnošću. Pokazuje se kako je u okviru pitanja regulacije tema transparentnosti bitna i za jedno i za drugo područje. Utjecaj kao važna odrednica lobiranja obzirom na teškoću definiranja može se usporediti s publicitetom. Utvrđeno je kako se ovaj pojam također preklapa s kategorijama persuazije i „meke moći“. Još jedno preklapanje pokazalo se na primjeru usporedbe interesnih skupina i dionika, kod kojih je i u lobiranju, i u odnosima s javnošću, bitno načelo organiziranosti. Posljednji argument u prilog definiranja lobiranja kao grane odnosa s javnošću istaknut je korištenjem istovjetnih tehnika i alata, u prvom redu razgovora.
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.
Databáze: OpenAIRE
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