Journal of Political MarketingVolum

Journal of Political Marketing
Volume 9, Issue 1-2, January 2010, Pages 73-92
Bridging two schools of thought: Applications of public relations theory to political marketing (Article)b
a Department of Media and Communication, Mid Sweden University, 851 70 Sundsvall, Sweden
b University of Florida, Gainesville, FL, United States
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Abstract
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 identify 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 perspectives include relationship theory, contingency theory, situational theory of publics, and agenda-building theory. © Taylor & Francis Group, LLC.
Author keywords
Agenda-building theory; Contingency theory; Political marketing; Relationship theory; Situational theory of publics
ISSN: 15377857Source Type: Journal Original language: English
DOI: 10.1080/15377850903472547Document Type: Article