ERIC Number: ED395335
Record Type: RIE
Publication Date: 1995-Nov-19
Reference Count: N/A
Political Communication: Contributions to the Study of Public Relations.
Stacks, Don W.
Political communication has influenced greatly the study of modern public relations. The development of modern public relations can be traced back to the Ancients of Greece. The definition of "political communication" when applied to public relations is typically corporate in nature. That is, public relations defines the role of political activity primarily as "public affairs." Political communication's contributions to the study of public relations are found in four areas: (1) political communication provides an historical context to the study and development of modern public relations; (2) it helps scholars understand the message, or more precisely the speech; (3) political communication has provided a "bottom-up" perspective to public relations practice found in grassroots campaigning; and (4) political communication, as an applied field, has helped move public relations theory and practice from a mass media orientation to explore the diffusion process underlying influence attempts. Political communication offers a variety of challenges to the study and practice of public relations. Political communication's exploration of how the message influences the public targeted adds a critical/empirical perspective to public relations theory, research, and practice. (Contains 17 references.) (RS)
Publication Type: Speeches/Meeting Papers; Opinion Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Applied Communication; Historical Background; Political Communication
Note: Paper presented at the Annual Meeting of the Speech Communication Association (81st, San Antonio, TX, November 18-21, 1995).