PR: project: PJD and Electoral Campaign 2007

PJD and Electoral Campaign 2007

The Justice and Development Party (PJD) became, after September 2007 election, the second main party in Morocco. From 42 out of 325 seats in 2002, the PJD won 46 out of 325 seats, behind the Istiqlal Party, which won 52 in the parliamentary election held on 7 September 2007. The PJD was even expected to take leading position based on the august poll. The 2007 election revealed on large popularity that the PJD has in the Moroccan society. This popularity drive us to question how could this young party win all this credibility. How could the PJD persuade Moroccans to vote for it? How was its electoral campaign look like?

In this project I will try to analyze and evaluate the electoral campaign of PJD as one of successful campaigns in persuading Moroccan voters.

The theory used in this research project is concentric-circle theory, developed by pollster Elmo Roper. According to Fraser P.Seitel in his book ‘The practice of Public relations’ this theory claimed that ideas are transmitted gradually from the core to the periphery. In another word, the ideas are transmitted gradually from the leaders to the large public. We assume that the PJD capaign model was near to concentric-circle theory model.

To conduct this research we will try to interview three main persons:

Dr Saaddin Al Othmani: The general secretary of PJD

Dr BenKhalddon: Public relations responsible of PJD

The manager of ‘Ciel Momarock’: the advertising company that was responsible of the electoral campaign of the PJD

In these interviews I will try to know how the PJD campaign was. What were the means and channels used to persuade the voters? What were the main targets audiences? Were the results satisfying the objectives set for the campaign? Beside the interviews will try to look for information about the campaign from news articles, videos, governmental and nongovernmental agencies.

The PJD electoral results were high. This level would basically give us the impression that the campaign was successful. In this research I will try to analyze the campaign deeply and evaluate its effectiveness. I will try to find if there are any limitations and weakness in this campaign. I will finally try to bring some recommendation for better campaign in the future based on my analysis and evaluation. I will try to present this research in the form of a TV report for a better understanding for this issue.