Interactive and Responsive Leadership Communication

Academic Literature

Elder, Edward. (2016). "Market-Oriented Governing Leaders’ Communication: John Key and Barack Obama." Journal of Nonprofit & Public Sector Marketing no. 28 (1):5-21.

Elder, Edward (2016) Marketing Leadership in Government: communicating responsiveness, leadership and credibility (Palgrave)

Elder, Edward (2014). ‘Communicating contemporary leadership in government: Barack Obama’. In Jennifer Lees-Marshment, Brian Conley and Kenneth Cosgrove (eds) Political Marketing in the US. New York: Routledge.

Elder, Edward (2014) Case Study 7.1‘Communicating contemporary market-oriented leadership in government: Barack Obama’ in Political Marketing: Principles and Applications 2nd edition Routledge. 

Lilleker, D. and N. Jackson (2010). Interactivity and Branding, public political communication as a marketing tool. Political Studies Association (PSA) Conference: Sixty Years of Political Studies: Achievements and Futures. Edinburgh University, Scotland see

Lilleker, Darren G. (2015). "Interactivity and Branding: Public Political Communication as a Marketing Tool." Journal of Political Marketing no. 14 (1/2):111-128.

Lloyd, Jenny (2012). ‘Something old, something new? Modelling political communication in the 2010 UK general election'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 243–56.

Robinson, Claire (2012). ‘Interacting leaders'. In Jennifer Lees-Marshment (ed.) The Routledge Handbook of Political Marketing. London and New York: Routledge, 257–70.

Stromer-Galley, Jennifer. (2014). Presidential campaigning in the Internet age. New York: Oxford University Press. – chapters 5. ‘2008: Networked Campaigning and Controlled Interactivity’ and 6. ‘2012: Data-Driven Networked Campaigning’ 


Canadian PM Justin Trudeau

USA\ President Obama - Market-Oriented Communications

Sports Appearances

Television Appearances


Minority-targeted Communication

Family-oriented Communication


New Zealand PM John Key

National campaign video in the NZ 2014 election - On the road with John Key - talks about listening, September 18 2014

NZ Prime Minister John Key interviewed by 7 year olds during the 2014 NZ election, 25 August

Key explaining mass surveillance really well breakfast tv


UK PM Gordon Brown

Televised Q & A

"Ask the PM" Online Initiative

Listening Tours and Radio Appearances

Personal-Interest Stories



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