Lobbying, Public Relations and Publicity as Factors of the Success of a Company

Za lobiranje postoji cijeli niz definicija, ali najjednostavnije bismo ga mogli objasniti kao proces u kojoj jedna strana putem pružanja relevantnih informacija pokušava nagovoriti drugu stranu, najčešće u poziciji moći, da podupre njezino stajalište. Najčešća oruđa koje lobisti imaju su praćenje legislative, praćenje poslovnih informacija, uz vodne i nizvodne mreže, institucionalne komunikacije i akreditirani mediji. Odnosi s javnošću su upravljačka funkcija poduzeća koja analiza postupke, strategije i stavove pojedinaca ili organizacija te s obzirom na njih donosi planove koji će kompaniju staviti u bolju poziciju prema javnosti. Koraci provođenja uspješnih odnosa s javnošću su istraživanje problema, planiranje i stvaranje programa, provođenje programa te procjena programa. Provođenje odnosa s javnošću kroz planirani proces koraka koji imaju znanstvenu podlogu stavlja odnose s javnošću u direktnu vezu sa strateškim planiranjem poduzeća. Publicitet se razlikuje od prethodna dva alata jer ono, za razliku od njih, uglavnom nije pod kontrolom poduzeća te ta ĉinjenica postavlja cijeli, novi niz problema pred poduzeće. Dva su osnovna oblika publiciteta, planirani (djelomično pod kontrolom poduzeća) i neplanirani (izvan kontrole poduzeća). Posljedice publiciteta mogu biti pozitivne i negativne, ali nisu direktno vezane s pozitivnim i negativnim publicitetom. Postoje dodatni faktori koje poduzeće mora uzeti u obzir prilikom razmatranja utjecaja različitih vrsta publiciteta.There are a great deal of definitions when it comes to lobbying, but the simplest one of them all would be to call lobbying as a process in which one side, through the action of giving out relevant information is trying to convince the other side in the process (this side being in a position of power) to back up their claim or some sort of request. The most frequent tools a lobbyist uses are legislation monitoring, business information monitoring, upstream and downstream networks, institutionalized communication and media monitoring. Public relations are a controlling function inside a company that analyzes procedures, strategies and the attitudes of a individual or a company and in reference to them makes plans that will put the company in a better position in regards to the public. The steps a company must make in order to be successful at public relations are problem research, planning and creating of a program, implementation of the program and finally assessment of the program. This procedure has a scientific backing which puts it in direct relationship with the strategic planning of a company. Publicity is differed from the previously mentioned tools because, unlike them, publicity isn't under the direct control of a company and that fact puts a whole bunch of new problems for the company to handle. There are two basic forms of publicity, planned (partialy under the control of the company) and unplanned (outside the companies control). The aftermath of publicity can be good or bad but they are not directly connected to the form of publicity that caused them. There are additional factor which a company has to take under consideration when analyzing different forms of publicity