Roli i Marrëdhënieve Publike Politike në promovimin e Qeverisë Shqiptare
The role of Political Public Relations in the Promotion of The Albanian Government

Summary/Abstract: After 2013 the Albanian government has used different techniques and instruments of Public Relation as an attempt to create a positive image within and outside the country. This paper tries to assess the role that PR has played in improving the image of Albania in the eyes of the EU and to identify the communication strategies that were used by the Prime minister. Who were the selected audience and which techniques were used to transmit a positive image in the international arena? Through the identification of these techniques we will analyze the efficacy of these strategies and see if they have played any role in promoting a better image of Albania. The main hypothesis is that the application of public relation strategies and techniques has positively influence the image of Albania in the international arena. Based on the analysis of the communicative strategies used by the Prime minister during the foreign TV stations programs in which he has been invited during the last year. Some of the programs taken for analysis are “Conflict zone”, “Agora”, “France 24”, “the Convent of New Industrialists” and “Invasioni Barbariche”. Combining qualitative methods with a detailed theoretical framework on political public relation, we are going to identify key words that were used to describe Albania and the way how was communicated the main objective of this campaign.

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