Framing lobbying messages: defining and communicating political issues persuasively

The concept of product positioning is well established in the commercial communication sphere, as are the notions of issue definition and agenda setting in the field of political science. Less thoroughly researched, though, is an area which intersects these two fields—the way in which lobbyists use language in order to frame policy issues so as to position their organization and its policy preferences to greatest effect. Lobbyists consciously frame and define issues in an effort to encourage policy makers both to share the lobbyist's perspective on a given policy problem, and to suggest to those policy makers what policy solution ought to be adopted. In doing so, they explicitly draw upon ideas and practices more commonly associated with other forms of commercial communication such as advertising and marketing. This paper suggests that the use of language by lobbyists is a potentially fruitful field for both academics and practitioners interested in political communication broadly defined—indeed, lobbying is essentially a form of persuasive communication in the political arena. It is well understood that how political issues are presented is an important factor in the extent to which an issue will be supported; this paper focuses on how lobbyists make use of this understanding in their efforts to achieve a desired policy outcome. Copyright © 2007 John Wiley & Sons, Ltd.