Dr Nigel Jackson

Dr Nigel Jackson

Associate Professor (Reader) in Persuasion and Communication

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

Nigel 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 Westminister I cut my events management teeth on public meetings, party conferences, lobbying events and general elections. As Head of Communciations for a top 200 charity I was responsible for all internal and external communications, especially focused on fundraising and promoting the cause of the charity. Working in a marcomms agency provided detailed insight of how SMEs use events. Responsible for the PR of a market leading training agency developed my understanding of how a single commercial company might use events to sell and enhance its reputation.

I joined the BSc Events Management team for its first year in 2006. I have taught on a number of modules, esepcially those that relate to communication skills and the strategic questions underpinning events management. I have had published over thirty articles and book chapters, plus two textbooks. I believe that marketing and PR needs for organisations are one of the key drivers behind the application of events management. My research focuses on how events can communciate effectively, persuade their key stakeholders and change behaviour. 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


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
Political event management including election campaigns, party conferences and the use of events by local authorities.
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 , 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 , 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 , 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 , DOI
Jackson N & Lilleker DG 2010 'Tentative steps towards interaction' Internet Research 20, (5) 527-544 , 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 , DOI
Jackson N 2007 'Political parties, the Internet and the 2005 General Election: third time lucky?' Internet Research 17, (3) 249-271 , 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 , DOI
Jackson N 2006 'Dipping their big toe into the blogosphere' Aslib Proceedings 58, (4) 292-303 , 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 , 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 , DOI
Jackson N 2005 'Party E-Newsletters in the UK' Journal of E-Government 1, (4) 39-62 , DOI
Jackson N 2004 'Escaping from the straitjacket: UK MPs and their e‐newsletters' Aslib Proceedings 56, (6) 335-343 , DOI
Jackson NA & Lilleker DG 2004 'Just Public Relations or an Attempt at Interaction?' European Journal of Communication 19, (4) 507-533 , DOI
Lilleker DG & Jackson N 2004 'Review Article: Politics, Citizens and Cyberspace' European Journal of Communication 19, (3) 403-408 , DOI
Jackson N 2013 Promoting and Marketing Events. Routledge , 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' Routledge , 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 , DOI