Political Public Relations and Image Management
Authors: Semande Frank 
Published: February 2024

Purpose: The general objective of the study was to explore political public relations and image management.

Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library.

Findings: The findings reveal that there exists a contextual and methodological gap relating to political public relations. Preliminary empirical review revealed crucial insights into the multifaceted nature of political communication and its influence on public perceptions and reputations. It emphasizes the significance of strategic communication in effectively managing image and reputation, highlighting the benefits of proactive strategies like media relations, crisis management, and message framing. Additionally, authenticity and transparency emerge as pivotal factors in political image management, fostering trust and credibility among constituents. Furthermore, the study stresses the importance of adapting communication strategies to evolving media landscapes and audience preferences, advocating for innovation and audience-centric approaches. Lastly, ethical and responsible communication practices are deemed essential for maintaining trust and legitimacy, emphasizing the need for honesty, transparency, and respect for diverse perspectives. Overall, by understanding the complexities of political communication dynamics and embracing ethical and audience-centric approaches, political entities can successfully navigate image management challenges and cultivate positive relationships with stakeholders.

Unique Contribution to Theory, Practice and Policy: The Agenda Setting theory, Attribution theory and Social Identity theory may be used to anchor future studies on political public relations and image management. The recommendations for political actors in managing their image encompass adopting a strategic communication approach that aligns with organizational goals and values, prioritizing transparency and authenticity to build trust among constituents, establishing a crisis communication plan to address crises effectively, integrating social media strategies responsibly to engage with followers and counter negative narratives, investing in personal branding efforts to connect with voters on a personal level, and prioritizing stakeholder engagement to demonstrate responsiveness and inclusivity. These recommendations underscore the significance of strategic planning, transparent communication, crisis preparedness, social media engagement, personal branding, and stakeholder collaboration in political public relations and image management, ultimately aiming to enhance communication effectiveness and cultivate a positive public image.