Political Public Relations and Mediatization: The Strategies of News Management

  • Jesper Strömbäck
  • Frank Esser


In highly mediatized democracies, political parties and other political actors have to manage the news and adapt to the fact that news media have become largely independent and highly influential. In this chapter, the authors bridge theory and research on strategic party behavior, mediatization, and political public relations to analyze why and how political parties seek to manage the news to further their strategic goals. Based on a review of the literature, the authors suggest a typology of strategies and tactics that political parties can use to manage the news. One conclusion is that adaption to news media need to follow from the strategic goals of the party. Otherwise adapting to news media is not strategic but rather surrendering to news media and news media logic.


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Copyright information

© The Author(s) 2017

Authors and Affiliations

  • Jesper Strömbäck
    • 1
  • Frank Esser
    • 2
  1. 1.University of GothenburgGothenburgSweden
  2. 2.University of ZurichZurichSwitzerland

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