Presentation over public relations techniques, strategies, tactics and campaign planning in politics.

1. IMPORTANCE OF PUBLIC
RELATIONS/ MARKETING IN
POLITICS
BY: SAMANTHA WEIKERS

2. WHAT IS PUBLIC RELATIONS/MARKETING?
Helps build and maintain
a reputation of a
company, business or a
person/people
Can be done through
traditional media, social
media, in-person
engagements, etc
Helps preserve
credibility,
professionalism
and relations
Builds strategic
communication
process

3. TODAY’S AREAS
OF FOCUS:
Campaign planning
Strategies
Slogans

4. FIRST AREA
OF FOCUS:
CAMPAIGN
PLANNING

5. R.A.C.E PLANNING
Research Action
Communication Evaluation

6. 1) RESEARCH
Who, what,
where why?
What is the
objective?
What kind of
outcome do we
want?
What will it take
to reach the
objective?
What kind of
image are we
trying to achieve?

7. 2) ACTION
-Strategize and create the
plan. Set goals based on
your research.
Use S.M.A.R.T:
• Specific: (Purpose)
• Measurable: (Outcomes)
• Attainable: (Objective)
• Realistic: (Goal)
• Time: (Available)

8. 3)
COMMUNICATION
Two-way symmetrical communication
What is the best method of communication to
use?
Understanding who you are talking to is just as
important as how you’re talking to them
Identify your target audience
• -Demographics, types of channels they receive information
from, what do they like to see?

9. 4) EVALUATION
• Focus on your results
• Did it get the amount of circulation that you wanted?
• Did it reach your goals?
• Did it generate enough publicity?
• What are some things we can do better/keep the same for the future?

10. EXAMPLE OF IMPACTFUL CAMPAIGN
-Bernie Sanders
Virtual Rally:
Featured artist:
Neil Young
Discussed vision for the
country and took questions
from the comment section
Aired on: Facebook,
Periscope, Twitch

11. PLANNING FOR SANDERS CAMPAIGN:
• Research: Climate of COVID: Virtual rally- respectful to followers, socially acceptable, safe & trendy.
Entertainment: musical entertainment. Mediums: Displayed on multiple different platforms. (Facebook
being most commonly used).
• Action(SMART): What is the purpose? To reach followers while remaining socially distant. What is the
desired outcome? To have a healthy amount of following so that Sander’s messages can be displayed to
the public. Is the objective attainable? Yes. Is the goal realistic? Yes. Is the campaign easily available? Yes
• Communication: Facebook: widely used, Periscope/Twitch: progressive and popular streaming apps
• Evaluation: 4.4 million followers. Turn out was well. Check feedback on social media feedback. Use
Google Alerts( a notification and detection service)

12. SECOND AREA OF
FOCUS:
STRATEGIES

13. REPETITION
• Repeating short/concise statements
(at pep-rally’s for example) that get
to the point of what candidate is
trying to accomplish
• Statements that are easy to
remember
• Yet also easy to comprehend
• "It doesn't matter that journalists
are sick and tired of hearing it - the
point is that voters have to hear it a
lot before it sinks into their
subconscious and starts to have
some resonance.”- Alastair
Campbell, Tony Blair’s former
director of communication

14. SPINNING
• Presenting particular facts for your
party
• These facts may support a
candidates position and discredit an
opponents opinion
• Downplay mistakes
• Make very specific apology
• May include diversion or
misdirection to maintain reputation
• Important note: This should not be
viewed as manipulation, but more of
a strategic communication tactic
This Photo by Unknown Author is licensed under CC BY-SA-NC

15. IDENTIFY TARGET
AUDIENCE
• Who are you talking too?
• What do they want to hear?
• What platforms do they use most?
- Social media, television,
newspaper, etc
• How can you most effectively
appeal to their needs?

16. THIRD AREA OF
FOCUS: SLOGANS

17. WHAT MAKES A GOOD SLOGAN?
• This point may be a no brainer, but make it catchy
• Make it memorable however try to avoid any potentially offensive statements
• Find the balance between memorable yet respectful, even to those who are not in your party
• Next, I will display some political slogans over the years

18. MARKETING FAIL? OR MARKETING GENIUS?
Franklin Pierce: 14th president of the US Eisenhower: 34th president of the US

19. MARKETING FAIL? OR MARKETING GENIUS?
Back Berry: 1964 Republication candidate
Lyndon B Johnson: 36th president of the US
“Slogan war”

20. MARKETING FAIL? OR MARKETING GENIUS?
Jeb Bush: 43th governor of Florida, 2016
presidential candidate
Donald Trump: 45th president of the US

21. SOURCES
• https://www.rd.com/list/funniest-presidential-campaign-slogans/
• https://www.campaigncreators.com/blog/pr-process-race/
• https://ogdenpeakcommunications.mywebermedia.com/2016/02/05/5-public-relations-tactics-used-in-
politics/
• https://www.bbc.com/news/uk-politics-39730467
• All images used from Google Images