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Gaining the media coverage through reputation management and PR of private-life
issues in political communication on the example of Czech politician Jiří Paroubek
PhDr. Denisa Kasl Kollmannová, Ph.D.Charles University in Prague
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Theoretical/conceptual framework
Strategic reputation management, image making and political PR of private-life issues has become an instant part of political marketing and communication In electronic, print and new media, the private-life and lifestyle issues of politicians and their family members became a stable part of news coverage (Stanyer 2007, Corner 2003)Mediated private life of politicians became a soap-opera-like (van Zoonen 2005) or romantic-novel-like format (Kasl-Kollmannova 2009 and 2010)
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Socio-political consequences of mediated privacy of politicians
• Politicians and their private significant others have become intimate strangers (Stanyer 2007) or distant heroes (Meyrowitz 2008), thus forming a new definition of mediated privacy (Couldry 2003) („people we know“)
• The new “authentic self” of a politician (van Zoonen 2005) is but a well prepared, constructed and managed image which is marketed to the different types of media and publics by public relations and political marketing specialists (Lilleker 2006, Lees-Marshment 2004, Ewen 1996, etc.)
• We talk about political package (Franklin 1994) or design politics (Scammell 1996) which include private life
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Hypothesis and methodology
• Focus: pre-election political communication of the Czech Social Democratic Party leader Jiří Paroubek and his wifes Zuzana (1) and Petra (2) concerning private-life issues.
• Hypothesis 1) private-life issues of a politician are professionally managed and they are used as a “PR stunts” to manage the politician’s visibility in media, gain media attention and enhance political power
• Examined by using critical discourse analysis (CDA, van Dijk 1996 and Fairclough 1996) of media coverage on private-life issues of Jiří Paroubek and his family (2005-2010)
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Using the concept of „privacy“ in context of political PR and reputation management
(graph field A)
• 1) publicizing and mediatization of privacy issues and family life as a PR tool to gain positive or neutral media coverage and „create buzz“ = goal: gain votes
• 2) demarketing and concealing of privacy issues and family life in concern of possible negative effects on image of politician = goal: not lose votes
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Jiří Paroubek: A Czech Politician
• April 25th 2005- August 16th 2006 Prime Minister (Social Democrats)
• 2004-05 Minister for regional development • 2006-10 Social Democratic Party leader • Wives: 1) Zuzana (1979-2007)2) Petra (2007-now)
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Mediated private life of Jiří ParoubekCase study 1: First wife: Zuzana
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Mediated political image of private life„My wife will be somehow invisible, like the
wife of detective Columbo“
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Media reactionHarsh jokes„No taste“ „You can burn her down today“ (Aha!)„Advice on restyling“
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Media framing
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Political reaction: Restyle and Demarketing
• New set of „official portraits of Mrs Prime Ministers´ Wife“
• Attempt to replace the „negative images“
• Media reaction: gaining interest yet not respecting it
• Role of a „wife“: charity and PR book
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Mediated private life of Jiří ParoubekCase study 2: Second wife: Petra
Divorce and marriage in 2007
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PR tools used to boost the image
• Interviews with Petra Kováčová – Paroubková
• Media relations
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Petra´s own media engagement
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Celebrity PR of Petra
• Executed by Media Agency Médea (owner Jaromír Soukup)
• Pavel Poulíček (consultant)
• Médea also a media agency for Soc-Dem party
• Financial relations never disclosed („helping Petra“)
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Event management
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Event management (wedding, birth and christening)
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PR image
Media image
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Controlling the press conferences
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Book release
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Linking political PR and marketing
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Media reaction: comparing image according to the voters / readers taste
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Demasking political PR and ironizing it
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Elections 2006
Elections 2010
Political PR vs. Election results
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Not visibility, but emotional factor in PR of private life is crucial
Media logic does not respond to voting behavior
Figure 1 Media relations, news factors, and PR media influence: a reciprocal model (Kleinnijenhuis 2012)
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Conclusions Jiří Paroubek used both ways of political PR1. Demarketing (1st wife)2. Promoting (2nd wife)However, gaining the media attention does not mean getting political votes • Celebritization of private life of politician and using
private images in political PR does not link directly the political succes, however, it is an indispensible part of political image
• Image of private life has to respond to the target group (eg. voters of social-dem.)
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Limits of the reseach• CDA primarily covers the
„media visibility“ and public information
• Yet information about processing and managing strategic reputation of politicians is a very discreet process
• Other possibilities of research:• Expert interviews – however
great (self)-censorship of information