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 al., 1992). The intention of this paper is to develop our understanding of public relations (and in particular media relations) in the context of the roles and contribution that significant actors bring to the communication process. The main actors are the client organisation and its public relations departments, the media and the target audiences.