ABSTRACT
This chapter explores more relational forms of political marketing communication including public relations, e-marketing and reputation management by political leaders, political parties and governments. This type of communication is long term, and seeks to build and maintain positive relationships between politicians and the public. It is also more interactive as it enables the public to communicate with the politician and can be used to stimulate face-to-face communication and volunteer participation. A best practice guide to relational forms of political marketing communication is followed by a practitioner profile of Joe Trippi who revolutionised how to use the internet to recruit volunteers. Communicating delivery is also an important factor of using political marketing in government. E-marketing is communication via digital devices such as mobile phones and the internet that integrates understanding from market research and other marketing concepts.
