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Przytuła Peter (St. Cloud State University, Minnesota, USA)
Redefining Public Relations and Its Functions for the Social Media Times: a Coorientational Perspective
Przedsiębiorczość i Zarządzanie, 2014, t. 15, z. 4, cz. 1, s. 11-29, bibliogr. 14 poz.
Entrepreneurship and Management
Issue title
Komunikacja marketingowa we współczesnych działaniach prowizerunkowych
Public relations, Media społecznościowe, Marketing, Reklama
Public relations, Social media, Marketing, Advertising
Using qualitative analysis, this article addresses some traditional definitions of public relations most of which are based on the one-way (sender-receiver/coder-decoder) model of communication. It is suggested that all of them fail to recognize some of the latest developments in the world of public relations, and as such, they are obsolete for the most part. The author proposes a definition of public relations derived from the coorientation theory. The new definition takes into consideration the revolutionary way in which the social media have changed the entire public relations practice. Traditional models of public relations are also discussed, as are public relations' functions and public relations role in modern marketing. A new (multi-level, multi-source, multi-dimensional and multi-step) model of public relations is also advanced. Similarly, new functions and new roles of public relations are presented. (original abstract)
The Main Library of Poznań University of Economics and Business
Full text
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