1. Handbook
  2. Subjects
  3. Public Policy Lobbying Strategies

Public Policy Lobbying Strategies (PPMN90031)

Graduate courseworkPoints: 12.5On Campus (Parkville)

You’re viewing the 2018 Handbook:
Or view archived Handbooks
You’re currently viewing the 2018 version of this subject


Year of offer2018
Subject levelGraduate coursework
Subject codePPMN90031
Semester 1
FeesSubject EFTSL, Level, Discipline & Census Date

This subject is designed to develop an understanding of the links between contemporary public policy and political communication and lobbying processes, in particular how the political and media environment can be utilised to transform the public policy agendas of interest groups and NGOs into concrete political and legislative outcomes. In a world of increasingly short-term media cycles and fragmented audiences, developers of public policy can no longer rely just on the quality and integrity of their ideas and recommendations to attract and maintain broad-based support. Instead, contemporary public policy is becoming increasingly reliant on ‘campaign style’ forms of political lobbying to achieve community influence as well as traction among government decision-makers. The subject explores the theory and research behind these changes, in particular why certain interest groups and sectors are able to position themselves for public policy success compared to others. The subject gives specific attention to ways to develop and advance public policy through a prism of ‘campaign-style’ political communications and lobbying. These techniques include how to develop public policy narratives that align with the interests of policy and political decision-makers; how to use evidence-based research to build a case for change; forming third-party coalitions to build broad-based support, as well as the use of strategic media to project the benefits of public policy change. The subject’s specific focus is on public policy lobbying campaigns that have occurred or are occurring within the Australian political and public policy environment but its themes and approaches are equally applicable to other contemporary political systems.

Intended learning outcomes

On completion of this subject students should:

  • be able to demonstrate an understanding of the theory and development of public policy lobbying and its role in the political decision-making and legislative process;
  • be able to demonstrate an understanding of the relationship between public policy development and political communication and lobbying strategies;
  • be able to understand the components of public policy lobbying and communication that effectively promote specific policy initiatives and objectives;
  • be able to demonstrate the ability to combine these components into a comprehensive lobbying strategy directed at key audiences in timely and effective manner;
  • be able to demonstrate how to assess the effectiveness of public policy lobbying campaigns through objective measurement and analysis.

Generic skills

On completion of this subject students should:

  • be able to demonstrate competence in critical, creative and theoretical thinking through essay writing, seminar discussion and presentations, conceptualising theoretical problems, forming judgments and arguments from conflicting evidence, and by critical analysis;
  • be able to demonstrate proficiency in the application of policy analysis skills to empirical problems;
  • be able to demonstrate an understanding of the academic protocols of research and presentation.

Last updated: 20 October 2018