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Relational and Interactive Political Marketing Communication

Political marketing communication is rapidly developing to become more interactive and to build relationships, holding the prospect of lifting the citizen from passive consumer to active participant in the communication process and enhancing the public sphere. Recent technological developments in Web 2.0 and social networking change communication from a means for elites to sell a product to the public to the opportunity for the public to provide input and feedback before, during and after a politician gets into power or a political product is designed and delivered. Communication becomes more about relationship building than product selling; and about maintaining or enhancing support in government instead of just getting votes in the first place. It includes e-marketing; public relations; interactive and responsive leadership communication; voter responsibility communication and reputation management in government.

Academic Literature


Elder, Edward, (2016). Marketing leadership in government: communicating responsiveness, leadership and credibility. Palgrave studies in political marketing and management. London, Palgrave Macmillan.

Lees-Marshment, Jennifer (2009).  Political Marketing: Principles and Applications (First edition) Routledge Chapter 7 Marketing communication and campaigns

Lees-Marshment, Jennifer (2014) Political Marketing: Principles and Applications 2nd edition. Routledge Chapter 7 Relational and interactive political marketing communication.

Lilleker, Darren. G. (2015). "Interactivity and Branding: Public Political Communication as a Marketing Tool." Journal of Political Marketing 14(1/2): 111-128.

Sweetser, Kaye. D. and John. C. Tedesco (2014). Effects of Bipartisanship Messaging and Candidate Exposure on the Political Organization–Public Relationship. American Behavioral Scientist 58(6): 776-793.

Williams, Christine B. and Girish J. ‘Jeff Gulati (2014). ‘Relationship marketing in social media practice: perspectives, limitations and potential’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York: Routledge.


Favreau, Jon., Jon Lovett, Tommy Veitor (2017, 6 June) Some Kind of Decline. [podcast] Pod Save America. Accessed 20 May 2018 from

O’Rourke, Beto. (2018, 27 July 1:01am NZST). ’Just launched our first ad. Entitled "Showing Up," it's filmed using an iPhone and was created entirely with live stream footage from our travels to all 254 counties of Texas. Watch and RT to share.’ Twitter post. Retrieved from

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