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National security and the future, Vol. 13 No. 3, 2012.

Original scientific paper

Natalia Anić

Full text: croatian pdf 291 Kb

page 72-83

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Abstract

The purpose of public relations is to create and maintain favor of a public for specific subject, using marketing tools. In political marketing, the most important activity of public relations is management of information, media management, and image management. People that are highly skilled communicating with media and greatly affect the image of the candidates whom they
represent are 'spin doctors'. Those persons also make an
impact on a public opinion. Through management of
perception, they affect public in a way to make their goal
achievable. Even in the cases when communication is
not based on the truth. That is where ethics of a ‘spin
doctor’s role comes into a question.

Keywords

political marketing; public relations; management of information; media management; image management; spin doctors; public opinion

Hrčak ID:

100733

URI

https://hrcak.srce.hr/100733

Publication date:

17.9.2012.

Article data in other languages: croatian

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