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

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CHAPTER 29RELATIONSHIP TRANSFORMATION: Shifting Media Boundaries

Kevin ClarkPresident and FounderContent Evolution LLCDirector, Emeritus, Brand and Values ExperienceIBM Corporation

Markets Are Conversations

—Searles and Weinberger, The Cluetrain Manifesto1

A STRATEGIC APPROACH TO RELATIONSHIPS AND MEDIA EMERGENCE

Creating and maintaining relationships is at the core of communications and marketing practice. Media as an institution is moving off center stage and being joined and diffused by the constituencies that use and increasingly create content.

Even as media’s boundaries shift, the fundamental role of media as extensions of human perception remains unchanged.2 Media collapse time, overcome distances, extend the range of the human senses ...

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