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Political PR management in electoral campaigns

Author: PERU-BALAN Aurelia
Degree:doctor habilitat of political Sciences
Speciality: 23.00.01 - Theory, Methodology and History of Political Sciences; Political Institutions and Processes
Scientific consultant: Valeriu Moşneaga
doctor habilitat, professor, Moldova State University
Institution: Moldova State University


The thesis was presented on the 5 April, 2017
Approved by NCAA on the 31 May, 2017


Adobe PDF document1.38 Mb / in romanian


CZU 342.8:32(043)+324

Adobe PDF document 7.37 Mb / in romanian
269 pages


Republic of Moldova, political PR, political actor, image, brand, electoral campaign, issues management, information and media management, public opinion, publics


Thesis structure: introduction, 5 chapters, conclusions and recommendations, a biblio-graphy of 356 titles, 238 pages of basic text, 28 tables, 4 figures and 9 annexes. The results are published in more than 67 scientific papers.

Field of study: Political Sciences.

Thesis aim: the reconceptualization of PR phenomenon in the political sphere that will have as a result a deduction on the complexity of the political PR management during the electoral campaigns. Thesis objectives: research of the evolution and institutionalization of the political PR; identifying differences between PR and the other components of the communicational filed; evaluation of the political PR sources as media-informational process in the electoral campaigns in the Republic of Moldova in the last electoral cycles: 2009-2014.

Main results achieved for science and practice: The PR phenomenon repositioning according to the triad: political actor –image-public opinion for a complex approach to the functionality of the political PR. It refers to: PR as a public opinion management, PR as media-informational management and PR as image management.

Theoretical significance of thesis lies in: the reconceptualization of the political PR phenomenon; presentation of a theoretical and methodological framework of it in the context of multidisciplinarity, coming to argue the extension to a new field of research, both the politologycal science.

Applied value of the research: the implementation of the proposed recommendations can streamline the public communication in the political sphere of the Republic of Moldova.

Implementation of the scientific results: The scientific results have been implemented by publishing over 66 articles and studies; using the information as didactic support at bachelor and master courses; presented as contributions to national and international conferences.