Public relations play a role in politics and government policy by influencing public opinion to support a certain candidate or piece of legislation.
A major function of public relations in politics or government is running political campaigns. A political campaigns' primary goal is to influence public opinion toward their candidate. To that end, a campaign can only be successful if it applies the R.O.P.E.S. model discussed earlier.
In order to be effective, a public relations professional must do research through a S.W.O.T. analysis.
A S.W.O.T. analysis is a survey of a candidate's strengths, weaknesses, opportunities and threats.
Strengths for a political campaign could be a large budget with plenty of money to a candidate's position on the issues. While weaknesses could include a small budget to poor name recognition.
Opportunities and threats are different because they are not controllable. All a public relations professional can do is position their candidate and take steps through programs to maximize opportunities and minimize threats.