PR in politics

Politics also offer a broad range of PR activities, international, national and regional communication being required both at party level and in related organisations (chambers, associations, trade unions).

The aim of PR in politics is to present functionaries, topics and programmes in comparison to other subsystems in society. Essentially this involves attracting attention and interest, as well as raising the level of awareness and the image profile of one’s own positions, interests and key players. PR in politics is employed to convey information and shape political opinion.

Societies characterised by media, information, attention and communication consider it very important to orchestrate political PR in the media. Needless to say that “press/media relations”, in other words addressing and communicating politics in the media, is key to successful political PR.

PR professionals in the context are also required to conduct continued dialogue with other major target groups, such as members, functionaries, voters, other political parties and stakeholders, to build up and promote a climate conducive to mutual understanding and trust and reconciliation of interests. They are called upon to act as two-way mediators between politics, the media, the economy, the administration and civil society, a role crucial for any democracy.

PR experts have profound knowledge in their field which in combination with specially acquired skills allow them to 

  • Consult political decision-makers, mandataries and functionaries in formulating policies and concerns
  • Assess the communicative effect of political decisions, • Define specific targets for communication work
  • Develop strategies on the basis of analyses (e.g. analyses of strengths and weaknesses) 
  • Identify connections in communication, implement communication projects and measures and evaluate their outcome. 
  • Regardless of their field of activity PR consultants have sound knowledge and experience in a number of different domains relevant to communication to call their own.

They must have

  • Knowledge of theory and practice in communication 
  • Talent as journalists, the ability to analyse facts for their medial relevance and formulate them accordingly 
  • Wide knowledge of national and, where applicable, international media 
  • The ability to tackle specific fields of communication including corporate identity, internal communication, crisis/risk communication, media relations, online communication, personnel communication, lobbying, product PR, sponsoring, amongst others 
  • Experience with various support tools, such as creativity, planning and evaluation techniques, as well as market and opinion research 
  • Knowledge of and skills in professions related to communication, such as public affairs, lobbying, marketing, advertising, direct marketing etc. 
  • Knowledge of contemporary methods in print and electronic media 
  • Knowledge of communication technologies for communicating politics, for coaching, moderation, presentations, negotiations and communication skills 
  • Extensive knowledge of political systems and processes 
  • General knowledge of economics, law and society Thorough command of one foreign language 
  • Professional handling of team work, communication in the context of (party) political activities 
  • The ability to communicate empathically with staff and voluntary supporters

Their personal profile is expected to include the following: excellent communication skills, committed, able to work under pressure, team player, able to work in committees, social skills, able to act and think flexibly, responsible and creative.