Politics also offer a broad range of PR activities, international, national and regional communication being required both at party level and in related organisations (chambers, associations, trade unions).
The aim of PR in politics is to present functionaries, topics and programmes in comparison to other subsystems in society. Essentially this involves attracting attention and interest, as well as raising the level of awareness and the image profile of one’s own positions, interests and key players. PR in politics is employed to convey information and shape political opinion.
Societies characterised by media, information, attention and communication consider it very important to orchestrate political PR in the media. Needless to say that “press/media relations”, in other words addressing and communicating politics in the media, is key to successful political PR.
PR professionals in the context are also required to conduct continued dialogue with other major target groups, such as members, functionaries, voters, other political parties and stakeholders, to build up and promote a climate conducive to mutual understanding and trust and reconciliation of interests. They are called upon to act as two-way mediators between politics, the media, the economy, the administration and civil society, a role crucial for any democracy.