Public Relations and the Challenge of the Marketing Revolution

Abstract

The author, a public-relations expert, believes that the consumer is in control of the market place today … and that the consumer is seeking psychological satisfactions more than physical necessities.

With a major shift occurring in motivations, formerly effective sales and advertising appeals are losing potency, and subtle techniques of influencing attitudes are becoming more essential.

It is no wonder that techniques of public relations—sensing of public attitudes and conveying of ideas to the public through indirect means—are growing in importance in many marketing programs. Mr. Lesly points out how the techniques of public relations may be effectively used.