Abstract
So far as the marketing world is concerned, public relations is something of a rogue subject, courted by some marketing people, derided by others, and often misunderstood. This is a pity because public relations is not only concerned with marketing, it is inherent in marketing. Therein lies the paradox.
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References
Jefkins, Frank, Public Relations Techniques, 1988, Heinemann, London.
Jefkins, Frank, Public Relations, 3rd ed., 1988, Pitman, London.
Hehir, Peter, article, The Costs of Consultants, Campaign, June 3, 1988.
Hollis Press and Public Relations Annual, September, Sunbury-on-Thames.
Jefkins, Frank, Planned Press and Public Relations, 2nd ed., 1988, Blackie, Glasgow.
Donovan, Judith, letter, Direct Response, August, 1988.
Hollis Press and Public Relations Annual, op cit.
Advertisers Annual, July, British Media Publications, East Grinstead.
Public Relations Yearbook, Financial Times Business Information, London.
McLaughlin, Nicola, article, Making the Right Choice, PR Week, July 30, 1987.
Jefkins, Frank, Effecting Change in a Changing World, prize-winning paper published in International Public Relations Review, April, 1988.
Toffler, Alvin, The Third Wave, 1980, Pan Books, London.
Jefkins, Frank, Public Relations Techniques, op cit.
Jefkins, Frank, Planned Press and Public Relations, op cit.
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© 1990 Frank Jefkins
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Jefkins, F. (1990). Public Relations. In: Modern Marketing Communications. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-6868-7_20
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DOI: https://doi.org/10.1007/978-94-011-6868-7_20
Publisher Name: Springer, Dordrecht
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