Transparency in Lobbying for clean policymaking?

Recent revelations on the conversations between a powerful PR consultant and media journalists has created quite a stir as to how could lobbyists and journalists influence the governments in India. Though there has been continuous denials by the journalists on these allegations, the larger issue what I see is whether we are clear with the 'Lobbying' word and is the media actually playing the role of a powerbroker here? I think the answer could well be beyond YES or NO. 

Lobbying is a medium that a civil society does use to influence public decisionmaking.  Infact many businesses, labour and private organisations do exploit it to varying degrees. Interested groups will always look to seek to influence govt. decision-making and this is a reality in democracies these days. Lobbying can also yield valuable information and data for a better and accurately informed decision-making. Most of the countries in the West are case-study examples of this. But the fear remains since lobbying happens only on the sidelines of a democratic process more often than not, it does bring huge risks of distortion of policies and undermine larger public interests. This is where I believe lies the loophole as far as India goes. Lobbying always has to be transparent, accountable and reasonable enough for a 'step-up' policy making...

Whats going 'gaga' on media channels these days are the recent transcripts of conversations between well-known journalists and powerful Corporate lobbyist working as agents and orchestrating the distribution of portfolios among one of the allies of the ruling government. It is not just the morality or the integrity of an individual which has to be questioned and debated on, but the basic idea of 'lobbying' itself and its purpose is what will make-or-break the ice for a better and cleaner policy making in a democracy!

Thats my take on the subject... Its debatable and I think its fair enough to do it here than just the 'so-called' debates going on in media full of sensationalism; most of them, if not all! :)