Long it has been argued that, in spite of exponentially larger budgets that marketing and advertising maintain, that public relations activities actually have a more profound effect on corporate brand, reputation, and even consumer behavior. I recently put together a case study of one such organization that uses public relations to build a successful brand: O.C. Tanner.
The article was published today in PRSA’s PR Journal, my first article published in a peer-reviewed journal. Have a look:
http://www.prsa.org/prjournal/summer08.html
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For more information:
Organizational Behavior Theories