Comunicación: lobby y asuntos públicos

Abstract

In the present article the author reflects about lobby, its evolution and its professional exercise, deepening about his status in the world and specifically in Latin America. Simultaneously, he defines lobby activities as a professional work framed into the wider scenario of strategic communications, which is oriented to establish harmonic relations of long term between public decision makers and the private economy sector. He refers the application of a varied range of diagnosis techniques, construction of scenarios, identification of messages, design of profiles of actors who correspond to the influence of the professional of communications and public relations people. The author identify experts in communication like facilitators in making compatible public and private interest, since their knowledge about market and
public policies, contribute to the construction of bridges between worlds of logics and often distant cultures.