PR: more than the sum of its parts

Nguyen, Maria
August 2004
B&T Weekly;8/13/2004, Vol. 54 Issue 2484, p21
Trade Publication
Discusses the important role played by public relations (PR) to multimedia marketing campaigns. Spate of advertising agencies buying or developing PR expertise; Effectiveness of PR in managing a crisis situation; Closure of the credibility gap widened by increasing consumer cynicism.


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