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 language | English |
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Title of host publication | Public Relations Campaigns |
Editors | Mark Sheehan, Robina Xavier |
Place of Publication | South Melbourne, Vic. |
Publisher | Oxford University Press |
Pages | 147-160 |
Number of pages | 14 |
ISBN (Print) | 9780195559101 |
Publication status | Published - 2009 |