Bridging Two Schools of Thought : Applications of Public Relations Theory to Political Marketing

• The use of public relations strategies and tactics are ubiquitous in many areas of political communication. This is especially evident when considering the emerging field of political marketing. However, little application of public relations theory and research has been integrated into the study of political marketing processes. Thus, this work seeks to bridge two schools of thought and to ident- ify some of the major conceptual perspectives from public relations theory that can be used to better understand and analyze the dynamics of political marketing processes. Specifically, the perspec- tives include relationship theory, contingency theory, situational theory of publics, and agenda-building theory.

Subject headings

SAMHÄLLSVETENSKAP  -- Medie- och kommunikationsvetenskap (hsv//swe)

SOCIAL SCIENCES  -- Media and Communications (hsv//eng)

Keyword

agenda-building theory

contingency theory

political marketing

relationship theory

situational theory of publics

Media and communication studies

Medie- och kommunikationsvetenskap

Publication and Content Type

ref (subject category)

art (subject category)