Public Relations In The Context Of An Integrated Marketing Program

Steven Greene

The author discusses the fundamental importance of Public Relations to an integrated marketing program, and describes five steps to ensure that it is built into the process properly.

Public Relations in the Context of an Integrated Marketing Program

Steven GreeneSperling Greene Associates, Inc.

New-found support for the integrating marketing approach became evident this past year when Citibank stunned the marketing community by awarding their global advertising, direct marketing and public relations business to a single agency, Young & Rubicam. All signs point to the emergence of integrated marketing, that oft misused and abused term, as a marketplace reality. Public relations is riding the wave of this new-found respect for integrated marketing. According to Winston Fletcher, Chairman of the Bozell UK Group, 'One of the hottest issues in...

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