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Article: Public relations strategies for small business growth
- Article from:
- Public Relations Quarterly
- Article date:
- October 1, 1996
- Author:
CopyrightCopyright Public Relations Quarterly Fall 1996. Provided by ProQuest LLC. (Hide copyright information)
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Small business enterprises cannot afford just a marketing orientation in the management of communication with their publics. Small business, like large ones, have influence in the community with a whole range of stakeholders that are not just customers. There are lots of reasons to make the change from a marketing orientation to a public relations orientation, but Daft and Lewin (1993) write: "As we contemplate the cataclysmic changes occurring in the environment of organizations, and as we observe the organizational revolution sweeping one industry after another, it is altogether clear that the management of organizations is undergoing a paradigm shift." It is my contention that effective ...