Dr Nigel Jackson

Dr Nigel Jackson

Associate Professor (Reader) in Persuasion and Communication

Plymouth Business School (Faculty of Arts, Humanities and Business)

Dr Nigel Jackson can be contacted through arrangement with our Press Office, to speak to the media on these areas of expertise.
  • Persuasion
  • Political communication
  • Political marketing
  • Political PR
  • Online political communication


I worked for over fifteen years in public relations and marketing, gaining a fairly eclectic experience. Starting off in politics around Westminster and later became a parliamentary lobbyist. As Head of Communications for a top 200 charity I was responsible for all internal and external communications, especially focused on fundraising and promoting the cause and programmes of the charity. Working in a marcomms agency provided detailed insight of how SME's could best apply PR. Responsible for the PR of a market leading training agency developed my understanding of how a single commercial company might use a wide range of channels, including events, to sell and enhance its reputation.

I joined the BSc Events Management team for its first year in 2006, and also teach marketing modules for our Business Management degrees.. I have taught on a number of modules, especially those that relate to communication skills and the strategic questions. One of my most recent teaching developments is a module The Pyschology of Events.. I have had published over thirty articles and book chapters, plus three textbooks.  My research focuses on how organisations can communicate effectively to change the behaviour of their key stakeholders. I am currently writing a research based book on how event managers worldwide seek to change behaviour through nudges, negotiation and persuasive messages. 


BA (Hons) University of Hull, Political Studies 1986
PGCE Post-16 Compulsory Education, University of Plymouth 2002
PhD, Political Communication, University of Bournemouth, 2008



Teaching interests

Marketing and public relations

The psychology of events management

Staff serving as external examiners

Have been an External Examiner at:

BA Public Relations, University of Derby, Buxton
BA Public Relations, University of Gloucestershire

I have also Examined a number of PhD's.



Research interests

Political communication, especially the use of the Internet
Political marketing and political PR
Decisions making, behavioural change and persuasion
Political persuasion.



Key publications

Key publications are highlighted

Jackson N (2018) 'Information, issues, and supporters: The application of online persuasion in the 2015 General Election' Journal of Public Affairs 18, (4) , DOI Open access
Jackson N (2013) 'General election marketing—selling a can of beans, building a favours bank or managing an event?' Journal of Public Affairs 13, (3) 251-259 Publisher Site , DOI
Lilleker DG & Jackson NA (2013) 'Reaching Inward Not Outward: Marketing via the Internet at the UK 2010 General Election' Journal of Political Marketing 12, (2-3) 244-261 Publisher Site , DOI
Lilleker DG, Koc-Michalska K, Schweitzer EJ, Jacunski M, Jackson N & Vedel T (2011) 'Informing, engaging, mobilizing or interacting: Searching for a European model of web campaigning' European Journal of Communication 26, (3) 195-213 Publisher Site , DOI
Jackson NA (2011) 'Perception or Reality: How MPs Believe the Internet Helps Them Win Votes' Journal of Political Marketing 10, (3) 230-250 , DOI
Jackson N & Lilleker D (2011) 'Microblogging, Constituency Service and Impression Management: UK MPs and the Use of Twitter' The Journal of Legislative Studies 17, (1) 86-105 Publisher Site , DOI
Jackson N & Lilleker DG (2010) 'Tentative steps towards interaction' Internet Research 20, (5) 527-544 Publisher Site , DOI
Jackson NA, Lilleker DG & Pack M (2010) 'Political Parties and Web 2.0: The Liberal Democrat Perspective' Politics 30, (2) 105-112
Jackson NA & Lilleker DG (2009) 'Building an Architecture of Participation? Political Parties and Web 2.0 in Britain' Journal of Information Technology & Politics 6, (3-4) 232-250 , DOI
Jackson NA & Lilleker DG (2009) 'MPs and E-representation: Me, MySpace and I' BRITISH POLITICS 4, (2) 236-264 , DOI
Jackson NA (2008) 'MPs and their e-Newsletters: Winning Votes by Promoting Constituency Service' Journal of Legislative Studies 14, (4) 488-499 , DOI
Jackson NA (2008) 'Representation in the Blogosphere: MPs and Their New Constituents' Parliamentary Affairs 61, (4) 642-660 , DOI
Jackson N (2008) ''Scattergun' or 'rifle' approach to communication: MPs in the blogosphere' Information Polity 13, (1-2) 57-69 Publisher Site , DOI
Jackson N (2007) 'Political parties, the Internet and the 2005 General Election: third time lucky?' Internet Research 17, (3) 249-271 Publisher Site , DOI
Jackson NA & Lilleker DG (2007) 'SEEKING UNMEDIATED POLITICAL INFORMATION IN A MEDIATED ENVIRONMENT: The uses and gratifications of political parties' e-newsletters' Information, Communication & Society 10, (2) 242-264 Publisher Site , DOI
Jackson N (2006) 'Dipping their big toe into the blogosphere' Aslib Proceedings 58, (4) 292-303 Publisher Site , DOI
Jackson N (2006) 'An MP's role in the internet Era – The impact of e-newsletters' The Journal of Legislative Studies 12, (2) 223-242 Publisher Site , DOI
Jackson N (2005) 'Vote Winner or a Nuisance: Email and Elected Politicians' Relationship with Their Constituents' Journal of Nonprofit & Public Sector Marketing 14, (1-2) 91-108 Publisher Site , DOI
Jackson N (2005) 'Party E-Newsletters in the UK' Journal of E-Government 1, (4) 39-62 Publisher Site , DOI
Jackson N (2004) 'Escaping from the straitjacket: UK MPs and their e‐newsletters' Aslib Proceedings 56, (6) 335-343 Publisher Site , DOI
Jackson NA & Lilleker DG (2004) 'Just Public Relations or an Attempt at Interaction?' European Journal of Communication 19, (4) 507-533 Publisher Site , DOI
Lilleker DG & Jackson N (2004) 'Review Article: Politics, Citizens and Cyberspace' European Journal of Communication 19, (3) 403-408 Publisher Site , DOI
Jackson N (2013) Promoting and Marketing Events. Routledge Publisher Site , DOI
Jackson NA & Lilleker D (2011) Political Campaigning, Elections and the Internet: Comparing the US, UK, France and Germany. Routledge Routledge Research in Political Communication
Jackson NA & Tansey SD (2008) Politics: The Basics. 4 Routledge
(2015) 'The Routledge Companion to Social Media and Politics' in Bruns A; Enli G; Skogerbø E; Larsson AO; Christensen C Routledge Publisher Site , DOI
Lilleker DG & Jackson N (2014) 'Brand management and relationship marketing in online environments' Political Marketing in the United States 165-184 , DOI
Jackson N (2012) 'Political parties, their e-newsletters and subscribers: "One-night stand" or a "marriage made in heaven"?' Winning Elections with Political Marketing 149-176 , DOI
Jackson NA & Lilleker DG (2012) 'The Member of Cyberspace: E-Representation and MPs in the UK' in Sobaci MZ E-Parliament and ICT-Based Legislation: Concept, Experiences and Lessons IGI Global 64-79
Jackson NA, Lilleker DG & Schweitzer EJ (2011) 'Political martketing in an online election environment: short-term sales or long-term relationships?' in Lees-Marshment J Routledge Handbook of Political Marketing Routledge 286-300
Jackson NA (2011) 'Underused campaigning tools: political public relations' in Lees-Marshment J Routledge Handbook of Political Marketing Routledge 271-285
Jackson NA & Lilleker DG (2011) 'Political Public Relations and Political Marketing' in Stromback J; Kiousis S Political Public Relations: Principles and Applications Routledge 157-176
Lees-Marshment J & Wymer Jr WW (2006) 'Current Issues in Political Marketing' Routledge Publisher Site , DOI