Developing Use of PR in a Fragmented Demassified Market

Abstract

An interesting phenomenon in recent years has been the virtually unrecognised growth in Public Relations (PR) activity in the western world. Viewed here in a UK context, this article seeks to address a number of issues. What are the underlying causatory factors occasioning a growth in PR? What effect(s) might such PR growth have on advertising media and agencies? Why should PR be appropriate as a subject deemed of value for academic qualification at undergraduate and postgraduate levels, and is there any evidence of development in this area? These issues are investigated and the author would welcome commentary and interaction from the academic and business community.

Citation

Kitchen, P.J. (1991), "Developing Use of PR in a Fragmented Demassified Market", Marketing Intelligence & Planning, Vol. 9 No. 2, pp. 29-33. https://doi.org/10.1108/02634509110004537