The Evolution of Lobbying in the Digital Age

This paper argues that digitalness, as the defining attribute of our era, provides an unprecedented opportunity to better understand our world and develop improved strategies for managing institutional relations. In this context, the innovative method of Digital Lobbying is introduced as a means to accurately decode a complex, intricate, and volatile society. Digital Lobbying is ultimately characterized as a positive-sum game, capitalizing on the myriad possibilities off ered by technological innovation. It employs an innovative approach that integrates these possibilities into a coherent framework, aiming to create greater value for professionals, organizations, their stakeholders, and public decision-makers. Th is method may contribute to enhancing democracy and the quality of its processes by fostering more transparent, efficient, and effective interactions within the public sphere.