Public Relations and Lobbying

Public relations (PR) involve establishing and maintaining goodwill (a good reputation) and understanding between an organization and its publics. Public relations firms are experts in media relations, public affairs, and advising on strategy towards public authorities.

Public relations firms and agencies can:

§ advice clients on media relations, giving advice on how to build good working relationships with journalists

§ provide media training, teaching people how to work effectively with the media

§ design media kits to give journalists background information on the organization

§ organize press conferences or media briefing to answer questions from journalists

§ write fact sheets with information about a specific topic

§ prepare news release or press release – written or recorded statements given to the press.

Lobbying is the process of seeking to influence policy-makers, the people who decide government legislation, and to influence voting. Lobbying is the business of professional lobbyists or public affairs consultants – often former ministers who have contacts with politicians. Many private sector companies, non-profit organizations or even oversees governments employ public relations firms to lobby on their behalf – that is, to promote their interests – to maintain relationships with policy-makers and to influence the decision-making process (how people make decisions).

Inside lobbying is making a direct appeal to legislators to support your cause. The objective is to convince policy-makers to speak on your behalf or to be an advocate for your cause – that is, a supporter of your cause. Inside lobbying tools include influencing politicians through campaign contributions, supplying research and information to support your arguments, and giving testimony.

Outside lobbying aims to influence policy by mobilizing public opinion (getting the public behind a cause) or getting activists (members of the public or non-governmental organizations involved in political activity) to put pressure on legislators through letter-writing campaigns or rallies.

Comprehension questions:

1. What does PR involve?

2. What are the duties of public relations firms?

3. What is lobbying?

4. What does outside lobbying aim?