PR for politicians

1. Political marketing

Political marketing has the aim to gain votes though influence on electorate.

2 kinds of political marketing:

*1)

2)

In general, marketing deals with goods and its main task is to attract customers by quality- in politics quality is termed as image.

Planning in political marketing is the same as in business public relations.

Research - toinvestigate audience, electorate. Electorate may be segmented into subgroups according to their political interests:

radical- moderate

left-right

nationalists- internationalists, etc.

Tactics.

Positioning of a political man – to know what kind of politicians each target group needs. Two factors are important for positioning:

**1.

2.

Influence of an opponent upon segment of electorate PR actions

*** Opponent image is better

Opponent has more influence?

Opponent uses “ black PR

Opponent’s period of influence is longer

If it is impossible to correct only one position- it is better to find another sector for positioning.

Positioning of party leader- leader should be identified with his political party, to be its ‘face, character, spirit and will”

Image may be different for a specific group, correspond to its interests. Image may be changed

Persuasion – audience may have 3 motivations to support:

1)

2)

3)

2.PR and psychology of state political leader.

*Ambitions-

Styles of political leaders – PR may identify the particular leadership style from observation about a leader’s behavior. PR work includes to transformation of a leader to more positive style of leadership: from passive style to more active, from weak leadership to leadership with wide support, etc.

The leadership environment. Presidents and prime ministers operate within institutional structures, historical forces and societal demands.

Institutional structures are the most important aspects of the leadership process and one of the major task of PR is to establish good communication between a leader and political institution. It is necessary to examine the relationships between:

**A.

B.

C.

The needs of society may refer to 3 elements: historical baggage which leader inherits; the received social attitudes which they face; popular desires to which they have to respond.

Popular desires. It is impossible to give a full list of such desires as they may take many different forms. But they create a leadership environment which either helps or hinders leaders. For example, the threats of invasion or war create a climate of collective fear to which leaders have to respond. Such a threat may create an opportunity to propose reform. By contrast, PR specialist may recommend political leader to postpone or abandon reform at the times of economic problems.

Task for office hours -Political leaders’ promotion- “ legend” of a political leader

Task for IWS – Political image of a political leader

Reference

Аги У,КамеронГ. Самое главное в PR, Питер 2008

Шишкина М.А. Паблик рилейшнз в системе социального управления. СПб. 2009.

19. PR consulting during elections campaigns

1.Peculiarities of PR at elections

In the USSR political communication during elections had 2 characteristics:

*1)

2)

This was simple or closed political communication: one subject, one object and the only task was to avoid resistance.

In democratic society political communication is complicated or open: everyone can become a politician.

PR suppose work with electorate and candidates, they have different interests.

CANDIDATE ELECTORATE

PR goal is creation of a situation when these interests meet and satisfy each other.

Main characteristics of PR in election campaign:

- basic PR-subject – candidate or political party politician

- similar with marketing when goods are promoted – image of candidate or political party are promoted

- strategy and tactics are oriented on electorate expectation

- choosing of target audience is very important

- technologies are very important.

1. Stages in election campaign

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