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Interactive and Responsive Leadership Communication

Academic Literature

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. 

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 (2018). Communicating Market-Oriented Leadership in Power and Opposition. In Jennifer Lees-Marshment (ed.) Political marketing and management in the 2017 New Zealand election. Palgrave studies in political marketing and management. London, Palgrave Macmillan.

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’ 

Zuydam, Sabine Van, and Frank Hendriks (2018). Credibility Enacted: Understanding the Meaning of Credible Political Leadership in the Dutch Parliamentary Election Campaign of 2010. Journal of Political Marketing. 17(3): 258-281


Canadian PM Justin Trudeau

USA\ President Obama - Market-Oriented Communications

Sports Appearances

Television Appearances


Minority-targeted Communication

Family-oriented Communication


NZ PM Jacinda Ardern

New Zealand PM John Key and Bill English

Nz National 2017 Bill’s Story [7m] September 2017

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


Various examples

Conversations with Bill Kristol (2015, 15 March). Paul Begala on Bill Clinton and the Clinton White House. YouTube. Accessed 20 May 2018 from



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