Political Public Relations and Political Marketing

Political marketing and political public relations have much in common, but their roots can be traced to diff erent academic disciplines: marketing and public relations. This is refl ected both in theory and practice, although much may be gained by a closer integration of political marketing and political public relations theory and research. In this chapter we will review theory and research in both fi elds, suggest similarities and diff erences, and argue for the need to both integrate and view these fi elds of theory, research, and practice as complementary rather than as mutually exclusive.