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From Public Relations to Brand Activation: Integrating Today's Communications Tools to Move Business Forward
Author(s) -
Gendron Mary
Publication year - 2017
Publication title -
global business and organizational excellence
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.227
H-Index - 16
eISSN - 1932-2062
pISSN - 1932-2054
DOI - 10.1002/joe.21775
Subject(s) - newspaper , action (physics) , advertising , public relations , marketing communication , business , integrated marketing communications , social media , brand awareness , marketing , political science , relationship marketing , marketing management , physics , quantum mechanics , law
Time was when the practice of public relations (PR) was focused on media relations—getting an organization's message out to the right audience through newspapers, magazines, and broadcast outlets. PR's evolution into the relatively new marketing discipline of brand activation centers on content marketing and social media whose messages are geared to engaging consumers and inspiring them to take action. A review of the evolution of PR and the experiences of companies that are currently implementing successful multifaceted PR campaigns, such as Labatt USA, Freightliner, and Domtar, points to a dynamic future for both the PR industry and the clients it serves. © 2017 Wiley Periodicals, Inc.