An Investigation into the correlation between an organisation's public relations activities and its consumer marketing strategy
Cardiff Metropolitan University
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This investigation looked at whether a correlation exists between public relation activities and a consumer marketing strategy. Throughout the investigation, existing academic literature was referred to as well as primary research obtained through questionnaires and interviews. Several findings were identified including the growing influence public relations have on the buying behaviour of the public. Public relations is becoming a more important department within business, due to the changes in the macro-environment. It has now become a business area that should not be restricted to organisations that have the larger financial resources. Through analysing primary research, themes were identified and inferences were drawn and then scrutinised against existing literature. As a result the conclusion identified that a correlation does exist between public relations and consumer marketing strategies. This conclusion was based upon changing cultural and environmental factors which have made the image and identity of an organisation a key influencer in the buying behaviour of the public.
BA (Hons) Marketing Management
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