Abstract
Companies use marketing public relations to support the marketing department or product promotion and image-making. The discipline of public relations usually used to be of secondary importance in marketing communication activities for ages. Marketing public relations could affect public awareness at a fraction of the cost of advertising and is often much more credible. Public relations are intended to positively influence development in society by aligning one's own interests with those of the public. Public relations objectives in politics focus on building image, securing market share, or increasing consumer (voter) conviction. Political parties should inform the public of their activities based on truthfulness and without any distortion. The paper aims to theoretically summarize public relations and differences between public relations and advertising and an analysis of the impact of public relations and public relations tools on the change of voting behavior and decision-making of Slovak consumers (voters). The empirical study was carried out based on a research of 362 in Slovakia consumers (voters). The primary information was the actual collection. The sample consisted of 362 respondents. The obtained primary data were processed in the statistical program. The method Pearson's Chi-squared test was used to confirm or reject the stated hypothesis. The subject of the research were consumers living in the region of eastern Slovakia. The obtained results showed statistically significant differences in the perception of tools and public relations methods depending on respondents' education. The findings could be beneficial for several target groups, namely marketing managers in the political field, political parties, political candidates, not only in Eastern Slovakia but within the framework of whole Slovakia. At the same time, they could serve as a source of information and as a basis for deciding and establishing the right tools of public relations in promoting political parties and political candidates.
Highlights
Political marketing is related to public relations
35% of respondents stated public relations have a greater influence on voters when deciding for a particular political party. 32% of respondents think that PR influences them more than advertising
It implies that potential voters want to hear points of agenda of a political party, not just read them out of leaflets or billboards
Summary
Political marketing is related to public relations It is true for politicians involved in public offices and processes of governing. To influence people and win their trust, it is necessary to master communication skills on both interpersonal and mass media levels. Both forms of communication contribute to a better understanding and use of political marketing (Ftorek, 2010). Image building and obtaining market share are crucial public relations objectives (Yagmur and Aksu, 2020) Another goal is to persuade the target audience of the benefits of buying products, services, etc. These objectives are to predetermine the processing of the message sent to a specific target group
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