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This study links the notion of responsible strategic communication to the field of lobbying at the European (EU) level. It provides empirical findings on the relevance of informal interaction and communication in EU public affairs (PA). Focusing on functional expectations and uses tied to informality from an actors’ perspective, this study not only includes lobbyists and their attempts to gain influence on political actors but also attempts of lobbyists to control journalistic output through informal relationships and exchange mechanisms. The results are discussed with a view to further inform the concept of “responsible lobbying.”

Building on a theoretical background from strategic communication, informal politics and interest group research, findings from a qualitative content analysis of 43 semi-structured interviews with actors from PA (n = 27) and journalism (n = 16) at the EU level are reported, focusing on one policy case.

The study shows motives for establishing and using informality for both actor types. Functional expectations relate to a range of tasks at the core of the respective actors’ day-to-day activities: monitoring political developments, pre-negotiating policy options in protected, confidential spaces with political decision-makers, receiving relevant sectoral background information and “technical coaching” on legislative dossiers directed to journalists.

Studies on lobbying have rarely been conducted from a strategic communications perspective, especially focusing the EU level. Albeit widely accepted, the understanding of lobbying and PA as an informal activity has not been scrutinized by academic research.