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DOI: THE ROLE OF PUBLIC RELATIONS IN THE CONTEMPORARY POLITICAL COMMUNICATIONS PROCESS: A COMPARATIVE STUDY
Asmat Afzal , Lecturer, Department of Mass Communication, University of Karachi, PakistanAbstract
This comparative study examines the role of public relations in the contemporary political communications process. In today's interconnected and media-driven world, effective communication plays a pivotal role in shaping public opinion, mobilizing support, and managing political narratives. Public relations, as a strategic communication discipline, has become increasingly influential in political campaigns and governance. This study aims to explore and compare the role of public relations in political communications across different countries and contexts. By analyzing case studies and employing a comparative approach, the study sheds light on the strategies, techniques, and challenges faced by political actors in utilizing public relations to shape public perception and influence political outcomes. The findings provide valuable insights into the evolving landscape of political communication and the impact of public relations practices in the contemporary political arena.
Keywords
Public relations, political communication, contemporary politics
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