Creating the cult of a saint: Communication strategies in 10th century England.

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

DOI: 10.1016/j.pubrev.2007.08.023

Abstract

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.

Item Type:Article
ISSN:0363-8111
Uncontrolled Keywords:Communication strategy, political communication, public relations, religious communication
Subjects:Social Sciences > Communication, Cultural and Media Studies
Group:Media School
ID Code:11293
Deposited By:Prof Tom Watson
Deposited On:11 Sep 2009 09:55
Last Modified:07 Mar 2013 15:14

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