Public Relations - A Major Force in Political Campaigns

Public Relations Quarterly, 2008

Excerpt from "Public Relations - A Major Force in Political Campaigns" by Morton B. Lawrence, Public Relations Quarterly Volume 4 #2, 1959

PR Techniques in Political Campaigning

Let us examine the place of the public relations man in a political campaign. He is generally the coordinator of ideas, but fundamentally he is an interpreter of policy. As the political parties and the candidates have their own points of view on most issues, he is not called upon to make policy, nor should he attempt to do so. He must, however, gauge possible public reaction to any stand which his candidate may take on an issue and, in the light of his findings, present the candidate's views in a way which will gain the greatest public acceptance.

It is not his job to twist policy into conformity with the position having the greatest voter appeal, but rather to present the candidate's honest opinions in the most cogent manner and favorable light.

But, argue the critics, what about the candidate who is sold under false pretenses - whose publicity, speeches and literature make him seem to be what he isn't? The reputation of this type of candidate can survive only in defeat. Victory, and the necessity of taking a stand on the issues when he is in office, will give him a record with which he must face the voters in the next election. No "Madison Avenue techniques" can overcome a record of performance, or nonperformance.

The public relations man serves his political client by making available to him all of the modern promotional techniques which have been used so successfully in corporate and industrial public relations. Knowing that he must compete for the voters' attention not only with the opposition but with the day to day nonpolitical attractions and distractions, he is forced to discard hackneyed political campaign techniques and to seek a more interesting format in which to present his campaign.