Lobbyists and Their Stories: Classic PR Practitioner Role Models as Functions of Burkean Human Motivations

Abstract

Specialized groups of public relations practitioners, such as lobbyists, have gone unstudied in extant public relations role research. This study takes an alternative methodological approach in this important research line by delving into the human aspect of public relations practice from an interpretive perspective rather than a functionalistic one. This study attempts to put a human face back on public relations practitioners by exploring what motivates them. Thirty-seven former and current lobbyists based in Austin, Texas, were interviewed. Fantasy themes embedded in the homo narrans, or stories, that lobbyists recounted about their jobs compose the data analyzed. Burke's 7 offices of human motivation supply the interpretive framework. How this interpretation dovetails into and informs classic research on practitioner role models also is examined. Lobbyists seem to enact all 5 of the Broom and Smith original role models while they are particularly inspired to serve and to teach their clients in the public policy-making process. Fundamentally, lobbyists personify both manager and technician and embody all 7 motivational dynamics in their public relations practitioner role performance.

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