Lages, Carmen; Filipe Lages, Luis - In: European Journal of Marketing 39 (2005) 1/2, pp. 110-128
Purpose – This paper identifies key forces influencing the degree of managerial public relations (MPR), i.e. the practice of public relations (PR) as a strategic tool. Design/methodology/approach – Using survey data of nearly 300 PR consultants from English firms, the authors propose a...