Lobbying and public affairs in the UK: The relationship to political marketing

Abstract

This is a study into political lobbying and how it has become a feature of modern, strategic business marketing. It includes the first longitudinal study of UK Political Party Conferences over the period 1994-98 as market places for ‘business to business’ marketing as well as other political lobbying activity. The research focuses on the lobbying of government in the UK for strategic market advantage. Levels of activity, specific features and relationships are explored and theoretical constructs proposed for the development of a general theory of lobbying as part of relationship marketing. In the UK lobbying is a very difficult profession to research because (by its very nature) it is a relatively quiet and discreet profession, unlike in the US where it is regulated and visible. Previous studies of lobbying in the UK are sparse and have focused on its growth and particularly the rise of commercial lobbyists, who hire their services as consultants to causes and organisations. This thesis uses Layder’s (1993) ‘Resource Map’ approach to construct a realistic model of political lobbying and its relationship within marketing. It adopts a network approach (Häkansson, 1982) combined with ideographic data collections to explore and evaluate political lobbying and its relationship with marketing. This suggests that the growth of regulated markets, globalisation and transnational government are the critical reasons why lobbying has become of such strategic importance not only to governments, but also to organisations, industries and consequently management. The study uses interviews with senior public affairs executives, politicians, civil servants, and ‘not for profit’ campaigners and organisers to research issues and emerging practice. A case study on Sunday Trading is developed to outline the features and use of political lobbying and marketing to gain strategic advantage. This is supported by a number of case histories which include The National Lottery, Small Pharmacists, Food Labelling, Local Government Planning, Drug Patents, Energy Tax, Television and Regulated Industries which are explored and the principal features and emerging practice outlined. The link between regulation or position in a market and levels of political lobbying activity is explored and theoretical constructs proposed. Factors and skills that have lead to successful lobbying are then investigated and a suggested model of how this could be considered as part of modern political marketing is proposed. Future areas for research are then discussed.