Watson, T., 2008. Creating the cult of a saint: Communication strategies in 10th century England. Public Relations Review, 34 (1), pp. 19-24.
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Official URL: http://dx.doi.org/10.1016/j.pubrev.2007.08.023
In late 10th century England, a little-known and long-dead bishop named Swithun was canonised and became one of the most-widely culted saints in the country. Behind the creation of the cult of Saint Swithun were communication and political strategies with aspects of brand creation and extension, fund-raising, message creation and delivery, and stakeholder engagement using tactics such as word-of-mouth, the creation of special events and music, and use of specially commissioned publications. Using the prism of modern public relations practice and theory, the creation and maintenance of this important saintly cult is reviewed.
|Uncontrolled Keywords:||Communication strategy, political communication, public relations, religious communication|
|Subjects:||Social Sciences > Communication, Cultural and Media Studies|
|Group:||Media School > Institute for Media and Communication Research|
|Deposited By:||Prof Tom Watson|
|Deposited On:||11 Sep 2009 09:55|
|Last Modified:||07 Mar 2013 15:14|
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- Creating the cult of a saint: Communication strategies in 10th century England. (deposited 18 Dec 2008 16:12)
- Creating the cult of a saint: Communication strategies in 10th century England. (deposited 11 Sep 2009 09:55) [Currently Displayed]
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