ABSTRACT
Just as PR can either reinforce already powerful interests or can give a voice to under-represented groups in societal debate, so too is lobbying a valuable tool for all types of group or organisation in shaping public policy. This chapter examines definitions of lobbying and public affairs, and the three main lobbying tactics – direct contact, grassroots and coalitions. Through issue management, organisations can attempt to align their private self-interest with a broader public interest. We consider the public issues life cycle and the diminishing capacity of organisations to influence issues as they move from one stage of this process to the next. And, drawing more on management theory, the concept of corporate political activity helps us understand wider dimensions of organisations’ involvement in the political sphere.
