Lobbying Virtual = Transparencia + Eficacia


la fotoPor:Fernando Herrero Nieto/ Presidente de VONSELMA GROUP/  robaxin online Director de Máster en Gobernanza Marketing Político y Comunicación Estratégica del Instituto Derecho Público de la Universidad Rey Juan Carlos & VONSELMA INTERNATIONAL/ Presidente de ASESMAP


Cuando inventé el concepto de lobbying virtual en el año 1.999,  lanzándolo a nivel público por medio de la Revista Interactiva en su edición número 13, nadie se hubiese imaginado que varios años después derivaría en lo que conocemos actualmente como Redes Sociales, pero con varias matizaciones, las cuales voy a narrar a continuación.

Esta herramienta tan eficaz –pero no siempre bien utilizada- nos conformará la perfecta comunicación estratégica y procesal focalizada en la construcción o futuras construcciones de relaciones fluidas, y con proyección de futuro, entre empresas y futuros clientes, o también utilizada entre políticos con sus futuros electores y votantes…

Lo más destacable del lobbying virtual es el poder hacer firme y compatibles las relaciones entre el interés público y el interés privado incidiendo de forma relevante en la ciudadanía; es decir, en toda la población en su conjunto.

La esencia más destacable del lobbying virtual es generar y construiré acuerdos, convenios, tratados en torno a las políticas públicas, y que a su vez nos abran un amplio espacio de futuras inversiones a los actores privados, es decir, al resto de la población (que somos la gran mayoría) y que a su vez enriquezcan, mejoren, corrijan y acrecienten la calidad de las políticas públicas, tanto a nivel nacional como –en un futuro no muy lejano- a nivel internacional.

Por medio del lobbying virtual, como herramienta mediadora y medidora de calidad, conseguiremos las mejores formas de externalización de nuestras empresas como de nosotros mismos en régimen particular, haciendo branding personal, y dotaremos de una absoluta profesionalidad a esta actividad indispensable en la agenda de una empresa como del Gobierno, y cómo no, de toda la población con todo el derecho absoluto a la interactuación…

Por otro lado, el lobbying virtual pasa a convertirse en la profesionalización de la negociación en el mundo online o, dicho de otra forma, en Internet. Debemos partir de la base de que en una sociedad como la nuestra, que es plural, no deben de existir partidistas ni antagónicos. En el mundo de la Administración Pública, en muchas ocasiones nos encontramos con que las personas que tienen el poder de decisión tienden a actuar en base a una cultura puramente normativa, con un alto grado de ceguera ante los procesos reales que trascurren en la sociedad.

También cabe decir, como nos lo están demostrando los mercados, que la figura del político de mitin está tendiendo a extinguirse y se está apostando por el profesional tildado de tecnócrata, con un alto conocimiento de la política nacional e internacional con fuertes conocimientos de marketing político y de Gobierno, y experto en comunicación pública, conocedores de las necesidades de la ciudadanía y de la empresa privada. Precisamente este nuevo tipo de profesional que conoce, controla y desarrolla las técnicas de lobbying virtual mediara en la construcción de puentes entre estos tres mundos de lógica y cultura, a menudo tan diferentes.

Finalmente, entendido el lobbying virtual de forma correcta, dista de la actividad del político. No sin las gestiones informales que no van a ningún sitio las que defiende esta actividad; el pilar básico que define a esta modalidad es la construcción continua y mutante entre las autoridades, constituida a partir de la formación de las opiniones por parte de la ciudadanía y también de las empresas en terrenos tan importantes y decisivos como las políticas públicas, las regulaciones, las formulaciones y aplicaciones de normas que busquen y consigan ordenar los mercados tan revueltos en nuestros días…




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