New political participation scenarios: analysis of the communication strategies of the pressure groups (lobbies)

Abstract

This article pursues two objectives: to eliminate stereotypes on what lobbying is and to describe its techniques and strategies. From there, explain who a lobbyist is and what are the characteristics that he should bear, as well as affirm the activities that a lobbying campaign can use and how to apply them correctly. Lobbying is still a little-known activity. The text classifies lobbying as one of the techniques that characterize public relations, since it is basically an act of communication between organizations and public powers. Thus, this modern activity is far from the old concepts that associated it with blackmail and bribery, since presently it focuses its activity on the actions aimed at the population as a whole, with the intention of influencing the government.