ABSTRACT
Public relations is vital to political power, and in no other political institution are public relations more pronounced than in the American presidency. This chapter seeks to accomplish three primary goals. First, it identifies the key ways presidents engage in public relations. Second, it explores the success of presidents’ public relations strategies. Third, it considers the impact that supporting institutions, especially the Office of Communications, have on the president’s public relations successes. The chapter adds a preliminary exploration into the Trump presidency, particularly its use of Twitter and other social media to engage in public relations. It concludes by connecting a primary theme of the chapter to the Trump presidency. New communications technologies simultaneously provide opportunities yet complications for successful public relations and do not necessarily lead to enhancing successes as the White House communications offices learn how to use these new mediums effectively.
