The Old and New Dimension of Political Public Relation in Political Campaign: Case Study of Edo State

This article was originally published as: The Old and New Dimension of Political Public Relation in Political Campaign: Case Study of Edo State

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Abstract

This study examines the use of a new dimension of political public relations (PPR) in political campaigns, specifically focusing on the impact of PPR in the 2020 governorship election in Edo State, Nigeria. The study explores the strategies employed by political parties in the state and their utilization of various communication channels, including mass media and social media, to disseminate their manifestos and attract voters. The research adopts a survey research method to assess the level of awareness and perception of PPR among voters, utilizing theoretical frameworks such as the Agenda-setting theory, social marketing theory, Two-step-flow theory of mass communication, and Excellence theory of public relations practitioners. The study also reviews relevant literature to identify similarities, differences, and gaps in existing research. The findings reveal that the new dimension of PPR in political campaigns can yield positive results for politicians, emphasizing the importance of image management, media management, and communication in PPR. The study underscores the significant role of PPR in establishing effective communication channels between political actors, political parties, the media, and the electorate. It suggests that political actors should prioritize the needs and well-being of the people, actively engage with the media, and strategically build positive relationships to influence voting choices. Effective communication is identified as a crucial factor in establishing and sustaining a favorable relationship with voters, allowing political parties to inform the public about their programs and manifestos and persuade the electorate based on the qualities of their candidates.

Authors

• PRECIOUS SHAIBU ISHOLA (Girne American University)

Keywords

Politics, Media, Public relation, Advertisment

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