Abstract An organization’s social license to operate depends on how it acts according to social norms, engages with stakeholders, and meets some kind of public interest. As will be discussed, the notion of the public interest is complex. Still, our analysis focuses on the process whereby the notion is communicatively constructed through negotiations where public relations plays an important role. The paper analyzes 58 qualitative interviews with public relations practitioners and lobbyists. We unpack the rhetorical strategies they use when they talk about the public interest and its relation to their organization. The practitioners primarily refer to positive economic consequences created by their employer. Frequently, they conflate the core activity of their organization with the public interest. The theoretical contribution of the paper is in demonstrating the versatility and dynamic aspect of "the public interest" as a tool to create a social license to operate. Beyond the material topic of economy, the practitioners highlighted contributions in areas such as public health, democracy and the environment.

中文翻译：

---

呼吁“公共利益”：公共关系和游说如何创造社会经营许可

摘要 一个组织的社会运营许可取决于它如何按照社会规范行事、如何与利益相关者互动以及如何满足某种公共利益。正如将要讨论的，公共利益的概念是复杂的。尽管如此，我们的分析仍侧重于通过协商以交流方式构建概念的过程，其中公共关系起着重要作用。该论文分析了对公共关系从业人员和说客的 58 次定性访谈。我们解开他们在谈论公共利益及其与组织的关系时使用的修辞策略。从业者主要指的是雇主创造的积极经济后果。通常，他们将组织的核心活动与公共利益混为一谈。该论文的理论贡献在于展示了“公共利益”作为创造社会经营许可的工具的多功能性和动态方面。除了经济的实质性话题，从业者还强调了在公共卫生、民主和环境等领域的贡献。