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...