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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. (Demokratiinstitutet Demicom)ORCID iD: 0000-0001-5964-102X
University of Florida.
University of Florida.
2010 (English)In: Journal of Political Marketing, ISSN 1537-7857, E-ISSN 1537-7865, Vol. 9, no 1, p. 73-92Article in journal (Refereed) Published
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 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.

Place, publisher, year, edition, pages
2010. Vol. 9, no 1, p. 73-92
Keywords [en]
agenda-building theory, contingency theory, political marketing, relationship theory, situational theory of publics
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:miun:diva-11298DOI: 10.1080/15377850903472547Scopus ID: 2-s2.0-77951572890Local ID: DEMICOMOAI: oai:DiVA.org:miun-11298DiVA, id: diva2:298020
Available from: 2010-02-20 Created: 2010-02-20 Last updated: 2017-12-12Bibliographically approved

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Strömbäck, Jesper

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