Communication of Politics: Cross-cultural Theory Building in the Practice of Public Relations and Political Marketing

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Psychology Press, 2002 - Business & Economics - 184 pages
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Learn how political marketing and public relations affect the electoral process!

Communication of Politics: Cross-Cultural Theory Building in the Practice of Public Relations and Political Marketing examines how communication and marketing experts influence politics. The book reviews the state of the art in political communication management and marketing through a cross-cultural integration of research and theoretical approaches. An international panel of authors presents a comparative assessment of the impact of candidate and party appeals on the electorate, examines case studies from elections in the United States and Europe, and offers innovative models of voter behavior in the United States, Poland, and Slovenia.

Communication of Politics provides valuable insights into the merger of political marketing and public relations. The book examines the cause and effect of the increasing role of communications professionals in the political process and documents the relationship between politicians and communications professionals working in electoral committees, political parties, governments, government agencies, consultancies, and polling agencies. Topics addressed by the international panel of scholars and practitioners include:
  • a critical assessment of strategies used in the 2000 United States Presidential election
  • branding as a means of establishing party values and winning support
  • the expanding roles of polls, focus groups and Internet-based research on elections
  • the relationship between foreign affairs/diplomacy and media/public relations
  • Quangos (Quasi-Autonomous Non-Governmental Organizations)
  • and much more!
Communication of Politics: Cross-Cultural Theory Building in the Practice of Public Relations and Political Marketing examines the innovative--and sometimes controversial--uses of contemporary electoral marketing. The book is an essential resource for academics, journalists, and political practitioners, including campaign managers, charity fundraisers, public service managers, party-policy-makers--even candidates.
 

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Contents

The Merging of Public Relations and Political Marketing
1
Artisanship Entrepreneurship Ephemera and Two Centuries of TransAtlantic Exchange
9
Quangos and Their Media Relations
25
A Study of the Creation Development and Demise of a Political Brand
45
Political Marketing Research in the 2000 US Election
53
Lessons from the Closest Contest in American History
69
Who Pays the Piper? The Funding of Political Campaigning in the UK US and the Consequences for Political Marketing and Public Affairs
89
Soft Power of Small Countries Like Slovenia?
109
The 2000 Slovenia Parliamentary Elections
123
Structural Models of Voter Behavior in the 2000 Polish Presidential Election
137
Testing a Predictive Model of Voter Behavior on the 2000 US Presidential Election
159
Index
175
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About the author (2002)

DePaul University

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