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Changes in modern Western societies increase the demands on strategic political communication and require external service providers to meet new challenges. A survey of Swiss political communication consultants indicates three distinguishable service fields — campaigning, political public relations, and lobbying — as well as a state and capital bias among most clients. The needs of major corporations allow agencies to offer interpersonal and mass media–oriented strategies as integrated political communication services. This study provides a broader understanding of political communication that should prove indispensable for international and comparative research designs.
|Item Type:||Journal Article, refereed, original work|
|Communities & Collections:||06 Faculty of Arts > Institute of Mass Communication and Media Research|
|Deposited On:||03 Sep 2008 12:22|
|Last Modified:||23 Nov 2012 15:52|
|Publisher:||Taylor & Francis|
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