Study of the Role of Public Relations in Political Communications Process in the Contemporary World

This research is the basic qualitative case study of the public relations role in the political communication process in the contemporary world. The data is analyzed in the theoretical framework of the agenda setting and framing theory. The impact of public relations in political parties’ elections campaigns proved to be an essential tool for that purpose. This is because, it projects the good image, generate goodwill and win support for the candidate and the party. It was also observed that if public relations strategies are applied during election campaign, it enhances the chances of electoral victory. The study also observed the use of mass media and the new media technologies in political communication as an effective tool in framing the publics’ perceptions on broad issues. However, the study discovered that the impact of public relations on political parties’ campaign are positive and excellent. Lastly, if there is no public relations there will be no effective and result oriented political party elections campaign.