PR – Gloss, whitewash or core communication?
Roderick White, in his introduction to Admap's report on public relations, discusses the roles and responsibilities that PR is perceived to perform in today's marketing companies. Ranging from simple 'financial media relations' and damage limitation to being at the heart of a totally integrated brand or corporate strategy, the scope and challenges for the PR professional are formidable.
Other articles featured in this Admap September report on PR are:
· PR: a modern advertising essential Gerry McCusker