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dc.contributor.authorMcKie, David
dc.contributor.authorToledano, Margalit
dc.date.accessioned2009-08-02T21:02:06Z
dc.date.available2009-08-02T21:02:06Z
dc.date.issued2008
dc.identifier.citationMcKie, D. & Toledano, M. (2008). Dangerous liaison or perfect match?: Publicrelations and social marketing. Public Relations Review, 34(4), 318- 324.en
dc.identifier.urihttps://hdl.handle.net/10289/2720
dc.description.abstractThis paper considers a possible match between public relations and social marketing. It positions interchanges between the two as the strongest and most desirable partnership possibility for public relations with any aspect of the overall field of marketing. Working from definitions of social marketing as a profession and academic discipline, it reviews approaches, including textbooks, from the two disciplines in order to compare and contrast their strengths and weaknesses, to examine their perceptions of each other, and to identify the opportunities and challenges that social marketing represents for public relations. The paper also looks at what social marketing might learn from public relations. It concludes that public relations should look at improving the relationship as a matter of urgency in order to augment professional practices; to open up employment opportunities in an expanding market for social marketing expertise; and to improve the social reputation of public relations.en
dc.language.isoen
dc.publisherElsevieren_NZ
dc.subjectpublic relationsen
dc.subjectsocial marketingen
dc.subjectreputationen
dc.subjectsocial benefiten
dc.titleDangerous liaison or perfect match?: Public relations and social marketingen
dc.typeJournal Articleen
dc.identifier.doi10.1016/j.pubrev.2008.08.003en
dc.relation.isPartOfPublic Relations Reviewen_NZ
pubs.begin-page318en_NZ
pubs.elements-id33342
pubs.end-page324en_NZ
pubs.issue4en_NZ
pubs.volume34en_NZ


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