ABSTRACT
We examine here the role of public relations in the political process. While some critics assert that there is a negative correlation between PR’s weak propaganda and democracy, we conclude that public relations is a form of public communication consistent with liberal democracy. The search by politicians for positive media coverage is constant. Politicians who depend on periodic election for their jobs will always be concerned to present their policies and personalities favourably. When democracy is seen as an information system about public goods, PR’s contribution is clearly important. A number of political PR techniques are reviewed, some more transparent and ethical than others. If political spin connects politicians and parties to voters with minimal media distortion of the message, it can contribute to a well-informed citizenry. Alternatively, political spin can be the means by which politicians insulate themselves from public and media scrutiny.
