Lobbying in the United Kingdom
Formal procedures enable individual members of the public to lobby their Member of Parliament but most lobbying activity centres on corporate, charity and trade association lobbying, where organisations seek to amend government policy through advocacy. Companies and individuals who operate in this sector commonly use the terms "public relations", "public affairs", "political consultancy" or "corporate affairs" to describe their activities (though this was also a reaction to the negative publicity surrounding the word "lobbyists" following the 1994 Cash-for-questions affair). Professional public affairs agencies, representing multiple clients, undertake a significant proportion of lobbying activity in addition to individual organisations conducting lobbying on an in-house basis.
Online public relations
Online Public Relations (E-PR, Digital PR) functions the web relationship influence among the cyber citizens and it aims to make desirable comments about an organization, its products and services, news viewed by its target audiences and lessen its undesirable comments to a large degree. Online PR shows differences from traditional public relations. One of these is associated with its platforms. Compared with traditional public relations channels (such as TV, radio and printed press), the network systems used for online public relations vary from search to social platforms. In the era of digital marketing, the major online PR tools for the PR professionals and marketers such as content marketing, Search Engine Optimisation(SEO) are the results of mixture of digital technologies and public relations.Those approaches have become the mainstream digital marketing machines and learning to take advantage of these marketing tools is an essential part of modern PR strategies.
Buzz marketing means marketers first identify the Alpha consumer in terms of a new idea and technologies and then promote specifical-made messages such as a funny video or email with the help of the network of those Alpha consumers. One of the typical examples was that Paper Magazine issued a nearly naked image of Kim Kardashian on their cover, then viewers who saw the photo responded immediately and made it spread quickly. As the whole version had come out, nearly one percent of the entire web activities in the US got involved.There are relevant worries about some counter-arguments about brands reputation. Marketers are responsible for coping with unfavorable mentions quickly through online reputation management such as Google Alerts to influence people' attitudes toward those negative comments.