Marketing public relations : launching FUndies

Gwyneth V. J. Howell, Katherine Mizerski

    Research output: Chapter in Book / Conference PaperChapter

    Abstract

    Academics and practitioners suggest that advertising, marketing’s prime communication tool, has lost its effectiveness due to message saturation and increased cynicism among consumers. As advertising struggles to regain its credibility and audience loyalty, public relations has evolved to be one of the most persuasive tools in the marketing mix. Marketers are increasing their budget allocations to public relations, as its techniques are more effective in reaching consumers and encouraging action, especially in terms of brand building. Public relations is capable of strategically enhancing both relationships with stakeholders and the organisation’s image, thereby leading to a successful attainment of marketing objectives.
    Original languageEnglish
    Title of host publicationPublic Relations Campaigns
    EditorsMark Sheehan, Robina Xavier
    Place of PublicationSouth Melbourne, Vic.
    PublisherOxford University Press
    Pages147-160
    Number of pages14
    ISBN (Print)9780195559101
    Publication statusPublished - 2009

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