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2022 | OriginalPaper | Chapter

3. Power Shift: Analyzing the Changing Role of Public Relations in the Marketing Mix

Author : Ligia A. Trejo

Published in: Marketing Communications in Emerging Economies, Volume II

Publisher: Springer International Publishing

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Abstract

Global environments and market conditions are constantly changing worldwide. The change in the media landscape brought by the popular use of social media and online platforms has also created a change in the ways markets consume media messages. An economic downturn brought by a global pandemic has also forced marketers to cut down advertising and promotional costs to guard organizational financial stability. Finally, and specifically to the United States, the change in demographics seen through a rapid growth of minority groups, primarily Hispanics, who now hold a growing purchasing power, require marketers to shift attention to this particular group. This chapter focuses on viable and creative avenues through the use of public relations campaigns that marketers could consider when reaching the Hispanic community in the United States and emerging economies globally as they touch upon emotions using culture, traditions, values, and representation. The chapter posits that in these times of change in media preferences, economic declines, and demographic landscapes, the use of public relations practices should be seen as an extremely useful and powerful tool that drives positive change and influence for consumers in emerging economies given its power for relationship building and connection.

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Title: Power Shift: Analyzing the Changing Role of Public Relations in the Marketing Mix
Author: Ligia A. Trejo
Publisher: Springer International Publishing
Book: Marketing Communications in Emerging Economies, Volume II
Print ISBN: 978-3-030-81336-9

Electronic ISBN: 978-3-030-81337-6

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-81337-6_3