This thesis will attempt to explore aspects of political communications in Ireland. The political communications strategy of Fianna Fail will be focused upon, through an examination of the electoral campaign of Mary McAleese in her bid, in 1997, to become the eighth President of Ireland. The various components of the election campaign will be assessed and appraised as they came together to result in a victory for Fianna Fail. McAleese’s campaign will be examined in two phases. Firstly, her successful campaign to gain a nomination from Fianna Fail, when she was not a member of the party, and secondly her campaign to convince the electorate to vote for her. In an examination of both phases of the campaign McAleese’s target audience, core message and the role of the Fianna Fail party will be discussed. The second phase of McAleese’s campaign will examine her use of non-mediated and mediated political communication and the role of political communication in her success.