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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 15BROADCAST MEDIA AS BROADCAST PUBLIC RELATIONS

Tim Larson, Ph.D.Associate Professor, Department of CommunicationUniversity of Utah

Craig Wirth, MAAdjunct Assistant Professor, Department of CommunicationUniversity of Utah

Broadcasting and public relations are often treated as unique in the media tactical mix, seemingly with little in common, each making its separate contribution in the marketing and management process. In this chapter, we update the broadcasting and public relations digital link, show what the two can synergistically accomplish integrated with other marketing components, engage a video news release (VNR) case study to test our thinking and suggest a hybrid marketing promotion tactic labeled broadcast/public relations ...

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