• Summary
  • Contents

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

Key Concepts in Public Relations:

  • Provides a comprehensive, easy-to-use overview to the field
  • Covers over 150 central concepts in PR
  • Paves the way for students to tackle primary texts
  • Grounds students in both practice and theory
  • Takes it further with recommended reading
Lobbying
Lobbying

Lobbying refers to a consistent and directed attempt to influence government policy. In that sense, it is very wide ranging, embracing government at a national and local level as well as other organisations which can influence decisions. It is part of public affairs and whilst it makes use of the techniques of media relations, it has a broader role.

Four categories of lobbying are usually identified. First, there is straightforward political lobbying, which aims to drive policy by the reputation management of an organisation. For example, oil companies would want to stress their actions on reducing greenhouse gas emissions. Second, there is regulatory lobbying, which involves dealing with law-making agencies, for example where competition is concerned. Third, there is policy campaigning, which uses public relations ...

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