logo search
Anne Gregory

Public Relations in the future marketing mix

As stated earlier, public relations’ role in the marketing mix is to:

The role of public relations in the marketing mix is likely to expand and the way in which public relations is practiced may change substantially in future due to three main market forces:

The evolving media in particular will shape the future of marketing communications PR such as media diversification and globalization, and developments in cable, CD-ROM, interactive television and the Internet. These changes are being brought about by the following issues:

The logic of the new technology

Increasing

Decreasing

Speed

Cost

Volume

Distance

Content diversity

Two-way flow/user control

Convergence

The ramifications for public relations are manifold. That the consumer is moving towards a knowledge-based society cannot be argued; the only debate concerns how swiftly developments will be adopted.