Beauty's social network bridge: The growing influence of public relations.

摘要

As A PROFESSOR OF MARKETING at the Schulich School of Business at York University, Alan Middleton spends most of his days teaching MBA business students about emerging trends in marketing and finance. And one of the hottest topics in his curriculum these days is the increasingly important role public relations is playing in the overall marketing mix of global companies. "Ten years ago, the hottest career choice in London, England was advertising. Everyone wanted to land a job at an ad agency," he explains. "Today, that has completely changed. It's all about public relations. That's the hot career field in England." He says this shift is thanks to the lead role public relations professionals have taken in managing the world of social media. "PR is all about the power to influence. You achieve your marketing goals via indirect opinion rather than the direct message of a paid ad. Public relations experts are skilled in working with journalists, bloggers and those who Tweet regularly to encourage them to communicate a certain message. That skill is becoming essential to a company." Marketing is quickly becoming a two-way dialogue between consumers and companies.