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Bridging Two Schools of Thought: Applications of Public Relations Theory to Political Marketing
Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Technology and Media.ORCID iD: 0000-0001-5964-102X
2006 (English)In: Proceedings. 3rd International Political Marketing Conference, Nicosia, Cyprus, 2006, 2006, 1-30 p.Conference paper, (Other scientific)
Abstract [en]

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.

Place, publisher, year, edition, pages
2006. 1-30 p.
Keyword [en]
political marketing, agenda-building, situational theory of publics, contingency theory, relationship theory
National Category
Other Social Sciences not elsewhere specified
Identifiers
URN: urn:nbn:se:miun:diva-1027Local ID: DEMICOMOAI: oai:DiVA.org:miun-1027DiVA: diva2:26059
Available from: 2008-09-30 Created: 2008-09-30 Last updated: 2014-05-30Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
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