Extending the Communication Process: the Significance of Personal Influencers in UK Motor Markets
Martin Evans University of the West of England and Chris Fill University of Portsmouth
INTRODUCTION
The positive impact that public relations can have on influencing target audiences is not disputed, at least not by the industry, judging by the increasing emphasis on this form of communication (Kitchen, 1993; Mazur, 1994). There is considerable knowledge about the various tools and techniques used by public relations practitioners (Haywood, 1992) and much discussion about how the process works from a theoretical perspective (Windahl et...