Why Organisations Like Universities Cannot Not Lobby

The study examines the lobbying activities of universities and research organisations in Germany, applying an integrative approach that considers the reciprocal dynamics between society, organisations, and actors. It addresses the gap in communication studies by conceptualising lobbying as a core element of strategic communication aimed at legitimising organisations in the political sphere.


Using the advantages of a mixed-methods design, the study combines qualitative and quantitative approaches. 18 qualitative expert interviews informed the development of a quantitative survey, conducted among 343 universities, 264 research institutions, and 38 associations.


Results show a lack of strategy, limited involvement of communication professionals, and weak alliances. Lobbying is mostly ad hoc and dominated by institutional leadership.

The study introduces the Lobbying Cycle as a theoretical framework and offers ten guiding principles for lobbying. It provides recommendations for universities and research organisations that help them strengthening their voice in democratic processes.


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