1. bookVolume 4 (2018): Edition 1 (June 2018)
Détails du magazine
License
Format
Magazine
eISSN
2450-7563
Première parution
16 Apr 2015
Périodicité
2 fois par an
Langues
Anglais
access type Accès libre

Dispute about Public Relations - Between Social and Marketing Communication

Publié en ligne: 19 Jul 2018
Volume & Edition: Volume 4 (2018) - Edition 1 (June 2018)
Pages: 6 - 11
Détails du magazine
License
Format
Magazine
eISSN
2450-7563
Première parution
16 Apr 2015
Périodicité
2 fois par an
Langues
Anglais
Abstract

Ever since the Kotler’s promotion-mix concept based on the most traditional model of four pillars - advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication - social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.

Keywords

GAWROŃSKI S., Media relations. Współpraca dziennikarzy I specjalistów PR., Wydawnictwo WSIiZ, Rzeszów 2006.Search in Google Scholar

GAWROŃSKI S., Pozabiznesowe obszary wykorzystywania komunikacji marketingowej w warunkach polskich. Wybraneaspekty, Aspra, Warszawa 2013.Search in Google Scholar

GRUNIG J. E., Public relations and strategic management. Institutionalizing organization - public relationships in contemporary society, “Central European Journal of Communication”, Nr 4/2011.Search in Google Scholar

GRUNING J. E. , GRUNING L. A., DOZIER D. M., Das situative Modell exzellenter Public Relations. Schlußfolgerungen aus einer internationalen Studie, [w:] Bentele G., Steinmann H., Zerfass A., Dialogorientierte Unternehmenskommunikation. Grundlagen, Praxiserfhrungen, Perspektiven, Vistas, Berlin 1996.Search in Google Scholar

GRUNING J. E., HUNT T., Managing Public Relations, Holt, Rinehart and Winston, Nowy Jork 1984.Search in Google Scholar

KOTLER P., Marketing. Analiza, planowanie, wdrażanie i kontrola, Gebethner i S-ka, Warszawa 1997.Search in Google Scholar

MCQUAIL, Teoria komunikowania masowego, PWN, Warszawa 2007.Olędzki J., O wizerunku public relations w polskim społeczeństwie, „Studia Medioznawcze”, Nr 1/2016.10.33077/uw.24511617.ms.2016.64.488Search in Google Scholar

OLĘDZKI J., Preambuła o public relations. Między służbą organizacji i społeczeństwu, w: J. Olędzki (red.), Public relations we współczesnym świecie. Między służbą organizacji i społeczeństwu, ASPRA-JR, Warszawa 2011.Search in Google Scholar

OLĘDZKI J., Public relations w komunikacji społecznej, [w:] J. Olędzki, D. Tworzydło (red.), Public relations. Znaczenie społeczne i kierunki rozwoju, PWN, Warszawa 2006.Search in Google Scholar

PICKTON D., BRODERICK A., Integrated Marketing Communications, Prentice Hall, Harlow 2005.Search in Google Scholar

PŁONKOWSKI T., Modele public relations - historia, ewolucja, przyszłość, „Studia Medioznawcze”, Nr 3/2002.Search in Google Scholar

PRZYBYŁOWSKI K. et al., Marketing. Pierwsza Polska Edycja, ABC, Warszawa 1998.Search in Google Scholar

SCOTT D. M., The New Rules of Marketing and PR. Ho to use news releases, blogs, podcastings, viral marketing and online media to reach buyers directly, John Wiley & Sons, Hoboken 2007.Search in Google Scholar

SEITEL F. P., Public relations w praktyce, Feldberg, Warszawa 2003.Search in Google Scholar

SZYMAŃSKA A., Zintegrowane komunikowanie marketingowe, [w:] J. Olędzki, D. Tworzydło (red.), Public relations. Znaczenie społeczne i kierunki rozwoju,PWN, Warszawa 2006.Search in Google Scholar

TWORZYDŁO D., Public relations. Praktycznie, Newsline, Rzeszów 2017.Search in Google Scholar

WILCOX D., AULT P., AGEE W., Public Relations. Strategies and Tactics, New York 1998.Search in Google Scholar

WOJCIK K., Public relations, wiarygodny dialog z otoczeniem, Placet, Warszawa 2009.Search in Google Scholar

ZERFASS A., Was ist exzellente PR? Ergebnisse des weltweit größten Forschungsprogramms, “PR Forum”, Nr 3/1996.Search in Google Scholar

Articles recommandés par Trend MD

Planifiez votre conférence à distance avec Sciendo