ПУБЛИЦИТЕТ У МЕДИЈИМА И ОДНОСИ СА ЈАВНОШЋУ КАО ЕЛЕМЕНТ СТРАТЕГИЈЕ ПОЛИТИЧКОГ МАРКЕТИНГА ПАРТИЈА И КАНДИДАТА ЗА ПАРЛАМЕНТАРНЕ И ПРЕДСЕДНИЧКЕ ИЗБОРЕ 2022. ГОДИНЕ
MEDIA PUBLICITY AND PUBLIC RELATIONS AS AN ELEMENT OF POLITICAL MARKETING STRATEGY OF PARTIES AND CANDIDATES FOR PARLIAMENTARY AND PRESIDENTIAL ELECTIONS IN 2022

Summary/Abstract: Choosing the forms of promotion and creating the messages within them in accordance with the goal of the campaign constitute an important element of the political marketing strategy. This paper is focused on public relations and media publicity as forms of promotion within the political marketing strategy of participants in the parliamentary and presidential elections in the Republic of Serbia in 2022. The paper starts from the question of what public relations activities were carried out by parties and candidates, whether the focus of these forms of promotion was on topics and policies, the image of candidates and leaders, or on competitors and positioning, and how this fits into their overall political marketing strategy. We also addressed the issue of the impact of the conflict in Ukraine on the election participants’ publicity and the ability to implement their own public relations strategies. We conducted a content analysis of all articles about campaign actors on the portals of the news agencies Beta and Tanjug in the period from 11 to 31 March 2022. and their presence on the front pages of daily newspapers, and conducted interviews with representatives of electoral lists. Our research shows that actors mainly followed a schematic and “school” approach when designing activities, without too many non-standard and creative pseudoevents. The aim of the activities was mainly on building and improving the image and personalization. We also highlighted examples that differ from the majority and a separate analysis of each list’s activity and strategy.

• Details
• Contents