Economic perspectives on public relations |
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Authors: | Klement Podnar Marko Lah Ura Golob |
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Institution: | aUniversity of Ljubljana, Faculty of Social Sciences, Marketing Communication and Public Relations Department, Kardeljeva pl. 5, 1000 Ljubljana, Slovenia |
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Abstract: | This paper explores the relationship between economic theory and public relations, in order to explain how public relations management contributes to companies’ overall economic gains. It uses a “blend” of economic theories to explain the role and contribution of public relations from the economic point of view. The paper sees a link between the strategic management of public relations as a function, and portions of neoclassical theory, as well as to alternative economic approaches relating to investments and transaction costs. |
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Keywords: | Public relations Economic theory Neoclassical theory Post-Keynesian theory Transaction costs |
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