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On the Effects of Marketing, Media Relations, and Public Relations: Images, Agendas, and Relationships

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Book cover Image und PR

Abstract

“Image” is a term that arouses great passions and great conflict among public relations practitioners and scholars in the United States. Like my former teacher, Scott Cutlip — who many have called the father of public relations education in the United States — I always have loathed the term. I never used the term “image” in my textbook, Managing Public Relations, unless I put it in quotation marks to suggest that I did not know what the term really means. For years, I have asked students not to use the term in my public relations classes. Whenever a Student would use the term in a paper or exam, I circled it with the comment, “Whatever that means!”

I loathe the word image and Kotler is an image devotee — he teils his readers and audiences that “image is the set of beliefs, ideas, and impressions that a person holds of an objeet.” My Webster’s teils me an “Image is a reproduetion or imitation of a person or thing.” If Kotler knew Latin, he would know image is derived from imitari — imitation. We in PR must be concerned with that good old-fashioned word, reputation — not image.

Scott M.Cutlip

Image is very important. What people think of your Company makes a great deal of difference.

Horst Avenarius

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Authors
  1. James E. Grunig
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Wolfgang Armbrecht Horst Avenarius Ulf Zabel

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© 1993 Westdeutscher Verlag GmbH, Opladen

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Grunig, J.E. (1993). On the Effects of Marketing, Media Relations, and Public Relations: Images, Agendas, and Relationships. In: Armbrecht, W., Avenarius, H., Zabel, U. (eds) Image und PR. VS Verlag für Sozialwissenschaften. https://doi.org/10.1007/978-3-322-85729-3_16

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  • DOI: https://doi.org/10.1007/978-3-322-85729-3_16

  • Publisher Name: VS Verlag für Sozialwissenschaften

  • Print ISBN: 978-3-531-12466-7

  • Online ISBN: 978-3-322-85729-3

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