Lobbying: Transparency, accountability, and ethical standards are no longer optional, PRCA conference hears

Lateefah Jean-Baptiste, Strategic Columnist.

At the PRCA UK | PA Conference 2025: Fit for the Future, a panel discussion: Redrawing the Lines: The Evolving Regulation of Lobbying, hosted by John Johnston, London Influence Reporter at POLITICO, brought together Gabe Winn, CEO and Founder, The Blakeney Group, Susan Hawley, Executive Director, Spotlight on Corruption, and Carol Westrop, Vice Chair, PRCA Standards Committee. It proved to be a thought-provoking session, with the panellists examining how lobbying is being reshaped by new regulations, shifting public expectations, and the demand for greater accountability.

Transparency Under Pressure

One of the strongest themes running through the discussion was the importance of transparency. Lobbying, the panel agreed, plays a legitimate role in democracy by ensuring decision-makers hear from a wide range of voices. But without openness, it risks being perceived as shadowy or unduly influential. Stronger mechanisms for accountability were highlighted as vital, not to shut down lobbying, but to give the public confidence that it is being conducted fairly and responsibly.

Navigating Industry Pressures

The panel also explored the practical challenges professionals in this space face. For agencies and in-house teams alike, there is a constant balancing act between meeting client needs and complying with a tightening regulatory landscape. While regulation can feel like an additional burden, the discussion pointed out that it also creates opportunities. A clear framework, fairly applied, can help build credibility and show that ethical standards are being upheld. In a crowded and competitive industry, trust can become a real differentiator.

Upholding Standards

Beyond regulation, the role of professional standards was another area of focus. With reputational risks higher than ever, organisations cannot rely on compliance alone. Codes of conduct, independent oversight, and a genuine commitment to integrity were all raised as essential. The consensus was that doing the bare minimum is no longer enough,  sustainable practice requires embedding values of honesty and responsibility into day-to-day operations. For communicators, this means thinking not only about what is legally acceptable, but what is ethically defensible in the long run.

The session made clear that transparency, accountability, and ethical standards can no longer be seen as optional in lobbying. Real trust will only come when regulation is matched by a genuine cultural shift within organisations.