How a Politician Can Successfully Use Self-Humor and Apply Public Relations Principles Online: An Israeli Case Study

In the last two decades of the 20 th century, the co-creational perspective became a dominant perspective in public relations research (Botan & Taylor, 2004). The co-creational perspective emphasizes the importance of dialogue and two-way communication to organization–public relationship building (OPR). One way to engage with the public and foster a productive dialogue with it is that of humor. Indeed, humor contributes to the...