Behind Closed Doors: How Public Affairs Professionals Perceive the Process of Organizational Frame-Building

Authors

  • Irina Lock Institute of Communication Science Friedrich Schiller University Jena Ernst-Abbe-Platz 8 07743 Jena Germany
  • Sandra Jacobs Amsterdam School of Communication Research (ASCoR) University of Amsterdam Nieuwe Achtergracht 166 1018WV Amsterdam The Netherlands

Keywords:

frame-building, public affairs, lobbying, strategic communication, qualitative interviews

Abstract

Various organizations employ framing in their public affairs strategies to influence public and political issue debates. However, how frames are built by actors before lobbying activities remains a black box. Thus, to outline the origins of strategic frames, we investigate perceptions and understandings of the frame-building process by public affairs (PA) professionals across corporations, public organizations, and interest groups. Besides framing theory and the hierarchical influence model, this study draws on a strategic communication and institutional theory perspective on PA as an organizational practice. By means of qualitative interviews with PA professionals from a diverse set of 24 Dutch organizations, we propose a model of perceived frame-building from issue emergence, the assessment of issue viability, via frame construction and alignment to legitimation. The model reflects aspects of the frame-building process as understood by PA professionals and categorized by the authors into individual, organizational, and routine factors, as well as context and timing. It enriches our understanding of the way PA professionals perceive organizational influence in framing contests and policymaking through their strategic frames.

Author Biographies

Irina Lock, Institute of Communication Science Friedrich Schiller University Jena Ernst-Abbe-Platz 8 07743 Jena Germany

Irina Lock is full professor of strategic communication at the Friedrich Schiller University Jena. She studies public affairs from a strategic communication perspective, investigates digital strategic communication processes, and researches corporate social responsibility communication.

Sandra Jacobs, Amsterdam School of Communication Research (ASCoR) University of Amsterdam Nieuwe Achtergracht 166 1018WV Amsterdam The Netherlands

Sandra Jacobs is an assistant professor in Corporate Communication at the Amsterdam School of Communication Research (ASCoR). In her research, she focuses on strategic communication of public sector organizations, mediatization, and the construction of public debates.

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Published

2023-06-13

Issue

Vol. 17 (2023)

Section

Articles

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