Responsible lobbying

Abstract

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.