ABSTRACT
Digital political public relations, as a strategic approach within political public relations, allows political entities opportunities to truly connect with citizens. As communication channels evolved and digital tools emerged, the growth of digital political public relations presented more efficient and tailored opportunities for the political system and its players to connect with the public. This chapter delves into the evolution, application, and theory associated with digital tools from the perspective of political campaigns and candidates, the public as stakeholder groups, government, and activism. In reviewing this literature, it appears digital political public relations scholarship to date focuses more on the tools as tactics than on using digital communication strategically. The chapter concludes by urging scholars to focus their efforts on the use and impact of digital tools in public relations strategically in campaigns, activism, government, and by the masses.
