This research is part of the wider study about regional (local) trends concerning architectural value lobby and representation in built environment processes of Latvia. The subject of this paper is public discussion, as an instrument not only for quality control, but also for coordination of different interests. Simultaneously, - the study aims to analyze the public debate as a service, within which, the service provider transfers information about certain property, attracts stakeholder attention and influences’ public opinion in a certain way – through media.