How important is the relationship between PR and politics?

Public relations and politics have become inextricably linked over the years, politics would now be almost unrecognisable without the spin created by PR practitioners. However how important and strong is the relationship between PR and politics?

A political party and its politicians set out to influence public opinion and understanding as do those in PR. PR is all about improving relationships, managing communication and facilitating public debate and questions. PR acts a link between the organisation and the public. Dr Edward Bernays strongly believed that there was a clear connection between PR and politics; it is a mutually beneficial relationship.

PR plays a large and important role in politics in many ways; it primarily acts as a great tool for gaining coverage and general awareness for candidates, policies and causes. This is all done by effectively managing and using the media to the best of their ability. PR can act as a tool to help the public understand the candidate and the message they are trying to deliver. Voters want to feel a level of connection with those in power; they want to see that the right decisions are being made and that their interests are being met. This is where I feel PR steps in; it allows a level of feedback and connection. Future messages are often developed as a result of this feedback.

An effective publicity campaign can often be the defining aspect of a party campaign; it can make all the difference to the overall outcome. The Tory Party is a prime example of a party using PR and the media in an attempt to re-brand their image . This was done after David Cameron was elected as the new leader of the party. Cameron wanted to be seen as a somewhat liberal Conservative, with his party no longer being viewed as the 'nasty party'. Has this re-branding been a success for the Conservatives? Some would say yes as the party now has The Sun backing them after years of supporting New Labour; however the success of this new Conservative image will only be seen after the next general election.

Politicians are generally aware of the variety of new media sources out there and are being advised wisely to use them, from YouTube to Twitter the likes of Gordon Brown are being kept in line with the times and ensuring they stay connected to all groups in society.

How would a party look and survive without PR? It is unthinkable to have a political campaign or party in office and there not also be high level of publicity. Dr Steve Iseman, a professor of PR at Ohio Northern University, stated that public relations and politics are two concepts firmly entwined since the begging of recorded time. I think it is fair to say that it would be unimaginable to see this marriage end any time soon.