Competition, strategy, technology and people: the challenges facing PR

Sally Dibb, Lyndon Simkin, Adam Vancini

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

A recent survey of leading UK PR practitioners has identified a dynamic, swiftly evolving environment for the public relations industry. Heightened competition, wide-ranging new opportunities and threats stemming from the perceived need to internationalize, the desire for more influence in clients' business strategy formulation, training and recruitment dilemmas, ever-changing technology and an increasing requirement to evaluate the worth of PR are only some of the most pressing issues. This article reviews the survey's findings—revealing a complex and swiftly evolving marketplace—before drawing out some of the principal implications. There are interesting parallels with events in advertising.

Original languageEnglish
Pages (from-to)116-127
Number of pages12
JournalInternational Journal of Advertising
Volume15
Issue number2
DOIs
Publication statusPublished - 1 Jan 1996
Externally publishedYes

Fingerprint

Public relations
Marketing
Industry
threat
industry
event
Competition strategy
Strategy formulation
Business strategy
Threat
Pressing

ASJC Scopus subject areas

  • Communication
  • Marketing

Cite this

Competition, strategy, technology and people : the challenges facing PR. / Dibb, Sally; Simkin, Lyndon; Vancini, Adam.

In: International Journal of Advertising, Vol. 15, No. 2, 01.01.1996, p. 116-127.

Research output: Contribution to journalArticle

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