文章基本信息

标题：¿Es marketing todo lo que reluce? La pluralidad de perspectivas conceptuales de las relaciones públicas
本地全文：下载
作者：Jordi Xifra
期刊名称：Anàlisi : Quaderns de Comunicació i Cultura
印刷版ISSN：0211-2175
出版年度：2006
期号：34
页码：163-180
语种：Spanish
出版社：Universitat Autònoma de Barcelona
摘要：Public relations are a complex phenomenon. They are not easy to define. Many academics prefer to adapt the definitions of other fields rather than creating their own. This is because disciplines that, like public relations, have been constructed using the approaches of other sciences can be defined in terms of the perspectives of others too. The aim of this article is to demonstrate how the communicational nature of public relations does not allow it to sufficiently express itself as a scientific field, and that this has produced a diversity of conceptual perspectives, dominated by the instrumental perspective that has been derived from marketing studies. Key words: Public relations; definition; persuasion; strategic communication; marketing.