Chapter 29: Relationship Transformation: Shifting Media Boundaries
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This thought provoking chapter examines the shifting boundaries of media, as digital, interactive media replace the old media strategies. According to the author, “Push strategies in marketing and communications are being replaced by conversations, by interaction, by participation, and co-creation of meaning.” Some of the effects of these changes are discussed including how personal values and work values are merging, how people are choosing relationship brands for a host of personal reasons, and how intrinsic motivation is replacing extrinsic motivation. Implications on public relations are examined. An interview with Chris Beaumont and a case study on Google are featured.
Kevin Clark Biography |