Marketing Public Relations: A Marketer's Approach to Public Relations and Social Media Copyright (c) 2010 Pearson Education, Inc. Publishing as Prentice Hall
Once upon a time, people became familiar with marketing through their experiences as a consumer. As time passed awareness grew through exposure to a plethora of media. Today, we are savvy consumers and masters of media, who find it second nature to create our own media or to interact electronically with companies and their brands. Subsequently, the demand for people skilled in marketing through both traditional and new methods is in ever increasing demand. Despite the growing importance of public relations and new media to businesses that are facing this new marketing reality, very few colleges and universities have been addressing these subjects from a business point of view. This text breaks from the norm by presenting public relations from a marketing rather than a communications studies or journalism perspective. What’s more, it recognizes the similarities between PR, word-of-mouth, and social media, and creates a framework for constructing business and marketing strategies that incorporate these highly credible and cost effective tools. During the course of your lifetime, you have seen technology change the way that we communicate, and that change in communication has transformed the practice of marketing. In fact, these forces are so strong that we are witnessing a convergence of new and traditional media that will undoubtedly shape the media landscape of the future. We call the place where new and traditional media meet to publicize businesses, brands, people and ideas Marketing Public Relations (MPR). MPR is now the most powerful method of promoting products, services, and ideas. In essence, this book provides the basis for turning what you know about being a consumer of products and media into a skill that is in demand by a growing number of companies around the globe.
About the Author
Gaetan Giannini is an Assistant Professor and Chairman of the Department of Business, Management and Economics at Cedar Crest College, as well as a sales and marketing speaker, consultant and writer.
After earning a bachelor’s degree in mechanical engineering technology from Temple University and an MBA from Seton Hall University, Gaetan worked in sales and marketing management for a small, process instrumentation company before moving to a multinational firm in the same industry.
Following a productive corporate career he started his own marketing consulting firm, Giannini O’Connor LLC which he ran until entering academia.
After earning a bachelor’s degree in mechanical engineering technology from Temple University and an MBA from Seton Hall University, Gaetan worked in sales and marketing management for a small, process instrumentation company before moving to a multinational firm in the same industry.
Following a productive corporate career he started his own marketing consulting firm, Giannini O’Connor LLC which he ran until entering academia.
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