Assessing the Role of Public Relations in Political Communication

Abstract

This study set off to assess the role of PR in political communication however specific objectives were set to find out the role(s) of PR in political communication, to ascertain how the role(s) of PR are used in political communication and to investigate the effectiveness of the role(s) of PR in political communication. By adopting a qualitative approach, the study was able to address the research questions raised. The findings of study indicate that PR plays numerous roles in the political communication process and that the functions of PR make it effective in the political cycle. The recommendation was then made that other researchers should envisage carrying on the mantle and exploring other studies from a PR perspective to help bridge the gap identified.