Skip to Main Content
The Public Relations Handbook, 5th Edition
book

The Public Relations Handbook, 5th Edition

by Alison Theaker
May 2016
Intermediate to advanced content levelIntermediate to advanced
556 pages
18h 3m
English
Routledge
Content preview from The Public Relations Handbook, 5th Edition

Chapter 16Consumer public relations

Michael Frohlich

Chapter Aim

With the ever-changing communications landscape, the emergence of new technologies, new media and new influencers presents significant implications for all marketing disciplines. The purpose of this chapter is to investigate the evolution of consumer PR, how it is more impactful and important than ever before, the interplay between consumer marketing activities, such as advertising, and the importance of brand within the twenty-first century.

What is Consumer PR?

Classically, the definition of consumer PR was to drive change in behaviour via persuasion and third party endorsement, but in today’s modern communications landscape, this definition is far too narrow.

Today, what we ...

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Start your free trial

You might also like

Public Relations, 4th Edition

Public Relations, 4th Edition

Jane Johnston
Strategic Planning for Public Relations, 7th Edition

Strategic Planning for Public Relations, 7th Edition

Deborah A. Silverman, Ronald D. Smith

Publisher Resources

ISBN: 9781317487364