Responsible lobbying
Miniatura indisponível
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Data
2014
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CIGEST
Resumo
The paper intends to interrogate the theoretical corpus of lobbying in order to determinate a structural and
standard managerial model of a responsible lobbying that could be applied by the companies within their
communication strategy.
First of all we define lobby in a three dimensional perspective having as main key players the public, the
European Institutions and the companies. We therefore succeed to compare inside and outside vision, in a
European Context. Secondly, we question lobbying as a communication instrument and socially responsible
practice: environment, implementation. The case study – Japan Tabaco International with the campaign:
The introduction of the minimum price for cigarettes in Romania, presents a specific framework to analyze
the process of lobbying within the company, on a specific case, but also to propose a model that could
integrate lobbying as a part of the general strategy of the company. As main aspects we have the
implementation of the campaign: tactics, types of action, integration in the European context, the main
actors (publics), the role of civil society, the company type, the role of communication, the strategic
approach and the ethical aspects. A correct practice of lobbying integrated in the general strategy can lead to
a desirable structure of the private sector: citizenship of the companies.
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UNIÃO EUROPEIA, EUROPEAN UNION, COMUNICAÇÃO ESTRATÉGICA, STRATEGIC COMMUNICATION, LOBBYING