Unit Lobbying and Public relations

Public, digital and corporate communication
Study-unit Code
Comunicazione d'impresa
Marco Mazzoni
  • Marco Mazzoni
  • 63 ore - Marco Mazzoni
Course Regulation
Coorte 2023
Learning activities
Discipline sociali, informatiche e dei linguaggi
Academic discipline
Type of study-unit
Obbligatorio (Required)
Type of learning activities
Attività formativa monodisciplinare
Language of instruction
The first module focuses on the relationship between journalist and public relation professional; the second module focuses on the relationship between lobbyist and public decision-maker.
Reference texts
M. Mazzoni (2010). "Le relazioni pubbliche e il lobbying in Italia", Laterza, Roma-Bari.

E. Carloni, M. Mazzoni (2020), "Il cantiere delle lobby. Processi decisionali, consenso, regole". Cartocci, Roma.

Other readings will be indicated during the course.

Students not attending the class will contact the professor.
Educational objectives
The main goal of this course is to promote the knowledge of the public relations and lobbyist profession.

This course has four objectives:

to define rules for interactions with journalists;
to define rules to set up media events;
to plan lobbying activities;
to define rule for interactions with policy-makers.

This course improves in the students five skills:

to analyse the behavior of journalists and policy makers;
to build up coalition in lobbying activities;
to realize a position paper;
to develop a lobbying plan;
to develop a media relation plan.
In order to understand how to apply most of the technical issues relating to lobbying and to media relations, it is important to know the mass media activities and decision-making process. Extremely useful, for a better understanding of the course, is to know main theories on the public sphere.
Teaching methods
Classroom lectures, seminars.
Other information
It recommends the reading of a newspaper.
Learning verification modality
Oral examination. The oral exam lasts about 30 minutes. In order to understand how the students learn and what they know, the oral exam is essential, in particular to evaluate the level of knowledge reached by the students on the theoretical and methodological implications mentioned during the course. The oral exam will also test the communication skills of the student with particular attention to compliance with the rules of public speaking.
Extended program
I Module
The course will focus on the role of the public relations professionals in the news construction (Theory of Newsmaking and Theory of Newsmanagement). In particular, it will analyze the close relationship taking place between the public relations practitioners and journalists.

II Module
Besides the analysis of main theories of lobbying, the course aims to investigate the role of lobbyists in the decision-making process. In particular, the course will point out the resources and the expertise needed by lobbyist in order to interact with the public decision-making.
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