Expert in lobbying communications

This professional profile participates in planned communication processes, the contents of which are predominantly informative in kind, implemented in the framework of the corporate communication policies of companies or institutions and are directed at public authorities, although not always or exclusively in pre-legislative settings. The mission of this profile focuses on the establishment of trusting relationships with major stakeholders: public authorities (both executive and legislative).

• The tasks inherent to a skilled lobbying expert basically consist of the following:
• Ongoing research and management of the political climate and legislative, media and social issues.
• Design and update the external audience map.
• Draw up the strategic lobbying communication plan.
• Identify the stakeholders (segmentation of external audiences).
• Create and update the map of stakeholder alliances (with a special focus on opinion leaders).
• Design communication strategies, strong ideas and key messages to be shared with each stakeholder.
• Continuously review stakeholder perception, relation and communication audits.
• Ongoing and proactive identification of new potential action schemes.
• Manage external communications.
• Institution meetings.
• Draw up white papers.
• Liaise with advertising and communication media (deliver press releases, press conferences, etc.)
• Update/adjust the strategic lobbying communication plan based on audit results.
• Liaising activities with advertising and communication media.
• Handle public issue management policies (public affairs management), which consists of identifying emerging public policies likely to affect an organisation.
• Design and implement strategic communication plans with public authorities (lobbying).
• Create public mobilisation programmes and campaigns (grassroots lobbying).
• Raise funds for election, citizen mobilisation and protest organisation group campaigns.
• Create alliances with strategic groups of interest and political parties (coalition building).
• Produce press release contents for publication in the media to generate opinion statuses and to try and mobilise certain perceptions of civil society (publicity).
  

Regulated training and graduates

• Grau: Publicitat i relacions públiques
• Grau: Comunicació
• Grau: Comunicació cultural
• Grau: Audiovisual i multimèdia
• Grau: Comunicació audiovisual
• Grau: Comunicació i industries culturals
• Grau: Publicitat, màrqueting i relacions públiques
• Grau: Comunicació i periodisme audiovisuals
• Grau: Periodisme
• Grau: Ciència política i gestió pública
• Grau: Ciències polítiques i de l'Administració
• Grau: Gestió i Administració pública
• Grau: Relacions internacionals

Complementary training

Other specific skills

Orientation within reach: Level 2

Strategic orientation: Level 2

Analytical thought: Level 3

Negotiation: Level 2

Planning and organisation: Level 2

Communication: Level 2

Communication

Those who show a preference for the field of communication are interested in the generation and dissemination of information. This information, however, can have various purposes: provide information on events and occurrences, generate public opinion on a certain topic or promote and publicise a service or product. Carrying out these activities requires knowledge of various techniques aimed at communication, persuasion and marketing.

Management

The organisation, administration and control of a company or entity are the main interests of people related to the management field. Activities included in this field of interest vary from effective resource management, feasibility analyses and solving business problems to the development of skills and fostering of motivation in relation to human resources. Knowledge regarding specific techniques of strategic administration and business management are required to carry out these activities.

Public Relations Manager

Expert in political and institutional communications

Institutional relations manager

Project Manager

Content manager

• Work hours

  Professional who specialise in this area and work for agencies, consultancies, lobbying cabinets, law firms, lobbies and/or companies/institutions tend to have a fixed, full-time, 40h/week working schedule. It is worth highlighting that intensive working schedules are common in public entities of the Spanish State, which has a major impact on working hours.

• Salary

  Junior: between 14.848 and 20.442 euros annum gross. Median: 17.422 euros annum gross.
  Senior: between 28.943 and 41.492 euros annum gross. Median: 34.656 euros annum gross.
  
  Source: Report "Observatory of Jobs and Salaries of the Labour Market. Barcelona Activa", elaborated by ICSA Grupo. April 2015.
  

• Other features

  Being a member of well-known professional or media associations may prove very helpful.

• Professional category

  Technician

• Human resources and equipment

  Technological investments are required, physical premises an office, headquarters to provide a consultancy location for prospective clients.

• Initial investments

  Especially in public relation and corporate communication training, legislation, economics and experience gained working for specialised agencies.