The future of PR

Trevor Morris and Simon Goldsworthy

Chapter Chapter 14 in PR — A Persuasive Industry?, 2008, pp 175-181 from Palgrave Macmillan

Abstract: Abstract Where is PR heading? Is it, as advertising appears to have done already, reaching maturity and now heading for a middle age of declining health and whingeing? Will the critics of PR have their day and mount an effective backlash? Or will PR continue to grow, particularly in the new democracies and developing world? And if it does continue to grow, will it follow the currently dominant Anglo-Saxon model or take off in a new direction?

Keywords: Corporate Social Responsibility; Digital Medium; State Ownership; Marketing Service; Audience Segmentation (search for similar items in EconPapers)
Date: 2008
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DOI: 10.1007/978-0-230-59485-2_14

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