Political Public Relations: Principles and Applications PDF
Preview Political Public Relations: Principles and Applications
POLITICAL PUBLIC RELATIONS Political Public Relations maps and defi nes this emerging fi eld, bringing together scholars from various disciplines—political communication, public relations and political science—to explore the area in detail. The volume connects dif- fering schools of thought, bringing together theoretical and empirical inves- tigations, and defi nes a fi eld that is becoming increasingly important and prominent. It off ers an international orientation, as the fi eld of political public relations must be studied in the context of various political and communication systems to be fully understood. As a singular contribution to scholarship in public relations and political com- munication, this work fi lls a signifi cant gap in the existing literature, and is certain to infl uence future theory and research. Jesper Strömbäck is Lubbe Nordström Professor and Chair in Journalism and Professor in Media and Communication at Mid Sweden University, Sundsvall, Sweden. He has published more than 30 scholarly articles on political commu- nication and political news journalism, in addition to more than 15 books on the same subjects. Spiro Kiousis, PhD, APR, is Professor and Chair of the Department of Public Relations in the College of Journalism and Communications at the Univer- sity of Florida. His current research interests include political communication, political public relations, and new media. Dr Kiousis has published his work in leading journals, including Communication Research, Journal of Communication, and the Harvard International Journal of Press/Politics. COMMUNICATION SERIES Jennings Bryant/Dolf Zillmann, General Editors Selected Titles in Public Relations include: Austin/Pinkleton • Strategic Public Relations Management: Planning and Managing Eff ective Communication Programs, Second Edition Berger/Reber • Gaining Infl uence in Public Relations: The Role of Resistance in Practice Hearit • Crisis Management by Apology: Corporate Response to Allegations of Wrongdoing Holtzhausen • Public Relations as Activism Lamb/McKee • Applied Public Relations: Cases in Stakeholder Management Moore/Maye/Collins • Advertising and Public Relations Law, Second Edition Protess/McCombs • Agenda Setting: Readings on Media, Public Opinion, and Policymaking POLITICAL PUBLIC RELATIONS Principles and Applications Edited by Jesper Strömbäck and Spiro Kiousis First published 2011 by Routledge 711 Third Avenue, New York, NY 10017 Simultaneously published in the UK by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Routledge is an imprint of the Taylor & Francis Group, an informa business This edition published in the Taylor & Francis e-Library, 2011. To purchase your own copy of this or any of Taylor & Francis or Routledge’s collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk. © 2011 Taylor & Francis The right of Jesper Strömbäck and Spiro Kiousis to be identifi ed as the authors of the editorial material, and of the authors for their individual chapters, has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilized in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identifi cation and explanation without intent to infringe. Library of Congress Cataloging in Publication Data Political public relations : principles and applications / edited by Jesper Strömbäck & Spiro Kiousis. p. cm. Includes index. 1. Public relations and politics. 2. Communication in politics. 3. Campaign management. 4. Political campaigns. I. Strömbäck, Jesper. II. Kiousis, Spiro. JF2112.P8P65 2011 659.2’932—dc22 2010044232 ISBN 0-203-86417-4 Master e-book ISBN ISBN 13: 978-0-415-87380-2 (hbk) ISBN 13: 978-0-415-87381-9 (pbk) ISBN 13: 978-0-203-86417-3 (ebk) CONTENTS Preface vii 1 Political Public Relations: Defi ning and Mapping an Emergent Field 1 Jesper Strömbäck and Spiro Kiousis 2 Political Public Relations: Remembering Its Roots and Classics 33 Diana Knott Martinelli 3 Political Public Relations, News Management, and Agenda Indexing 54 Paul S. Lieber and Guy J. Golan 4 Political Public Relations and Agenda Building 75 John C. Tedesco 5 Presidential Public Relations 95 Matthew Eshbaugh-Soha 6 Political Public Relations and Election Campaigning 115 Paul Baines 7 Corporate Issues Management and Political Public Relations 138 Robert L. Heath and Damion Waymer 8 Political Public Relations and Political Marketing 157 Darren G. Lilleker and Nigel Jackson vi Contents 9 Political Public Relations and Strategic Framing 177 Kirk Hallahan 10 Political Public Relations and Crisis Communication: A Public Relations Perspective 214 W. Timothy Coombs 11 Political Public Relations and Relationship Management 235 John A. Ledingham 12 Political Public Relations and Government Communication 254 Karen Sanders 13 Global Political Public Relations, Public Diplomacy, and Corporate Foreign Policy 274 Juan-Carlos Molleda 14 Digital Political Public Relations 293 Kaye D. Sweetser 15 Political Public Relations Research in the Future 314 Spiro Kiousis and Jesper Strömbäck Contributors 324 Index 329 PREFACE While political communication and public relations have always been closely intertwined, public relations strategies and tactics are probably more ubiquitous in political communication today than ever. Still, there is neither much theorizing nor empirical research on political public relations. Most public relations theory and research centers on public relations strategies and tactics in relation to the corporate sector, while most political communication research neglects or only briefl y mentions public relations theory and research. The same is true of most political science research. Furthermore, political communication scholars are seldom well versed in public relations theory, whereas public relations scholars seldom display a deep understanding of what makes political communication and politics diff erent from other areas of inquiry. In other words, despite the importance of political public relations, the general rule is that there is not much theorizing and research that manages or even attempts to bridge the gap between public relations, political communication, and political science theory and research. To remedy this and to encourage integrative theory and research that bridges the gap between public relations, political communication, political science, and other related fi elds, we decided to edit this book. This is the main purpose of this book, which is intended for undergraduate and graduate students as well as scholars in political communication, public relations, political science, and political marketing. We also hope it will be of interest to practitioners in political public relations As the fi rst book explicitly focusing on political public relations, we have tried to cover the most important contexts of political public relations. The overview of the content is included in the fi rst chapter, but briefl y, the volume includes chapters on political public relations and news management, agenda viii Preface building, political marketing, corporate issues management, strategic framing, crisis management, relationship management, government information management, public diplomacy and corporate foreign policy, as well as on presidential and digital public relations. Thus, we hope students and scholars within each of these areas of theory and research will fi nd the book appealing. Acknowledgments An edited volume like this one only becomes as interesting and important as the contributors make it. As editors, we thus want to express our gratitude fi rst and foremost to all contributors for their eff orts and contributions to this book. It has been a great pleasure to get to know and to work together with the contributors, some of the best scholars in the intersection of public relations, political communication, and political science, and we are sincerely grateful for all the high-quality chapters they have provided. We would also like to thank Linda Bathgate and the staff at Routledge. We are grateful that Linda Bathgate shared our vision of this book, and for all the consistent support we received during the process of conceiving, editing, and publishing this book. The idea of this book was born during informal lunch discussions during the spring of 2007, when Jesper Strömbäck was a visiting scholar at the University of Florida. As we were both working at the intersection of public relations, political communication, and political science, we were both amazed that there was no major book focused on political public relations. Because we were preoccupied at the time with other projects, it was not until the fall of 2008 and the spring of 2009 that we actually started to work on the book. By that time, Jesper Strömbäck was back at the University of Florida as a visiting scholar. These two visits at the University of Florida proved decisive in making this book become reality. Jesper Strömbäck would thus like to express his sincere thanks to Mid Sweden University, Sundsvalls kommun and Karl Staaff s fond för frisinnade ändamål, which provided the funding for his guest scholarship at the University of Florida in 2007, and to the Sweden-America Foundation, which provided the funding for his guest scholarship in 2008–2009. Thank you very much for your support. Spiro Kiousis would like to thank the Department of Public Relations, and College of Journalism and Communications at the University of Florida for their support in helping make this project a reality. In the fi nal phases of editing this book, we received some great help from UF doctoral student Ji Young Kim in proofreading and formatting the chapters. Ji Young’s diligence and close attention to detail were crucial to the quality and cohesiveness of this volume: Thank you Ji Young for your assistance. Last but not least, we would also like to thank our families for all their unwavering support and patience when we were working on this project instead of spending time with them. Jesper Strömbäck would therefore like to thank Preface ix his wife Berivan Mohammed, and Spiro Kiousis would like to thank his wife Jennifer and children Anastassia and Konstantine for their continuing support of his research activities. Finally, we would both like to thank our parents and siblings for their support of our eff orts over the years. Jesper Strömbäck Spiro Kiousis
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