Exploring market-oriented relations in the digital era

Abstract

PurposeMarket-oriented relations has been regarded as a kind of public relations practices widely performed by the practitioners of public relations and marketing. This study attempts to discuss market-oriented relations in the digital era in which public relations and marketing practitioners' involvement in managing market-oriented relations was simultaneously related to their perceptions of interactivity effects, value of public relations and benefits of digital media usage in public relations practices.Design/methodology/approachA self-administrated online survey targeting 241 practitioners engaged in coordinating public relations activities in Hong Kong was conducted in 2017.FindingsStructural equation modeling (SEM) analysis showed that practitioners' involvement in market-oriented relations practices had significant positive effects on their perceptions of interactivity effects, value of public relations and benefits of digital media usage. Practitioners' perceptions of interactivity effects and benefits of digital media usage were positively affected by their perceptions of public relations value, particularly public relations effectiveness. Clients' profitability and business intelligence, as well as interactivity effects in terms of involvement and perceived customization were practitioners' key concerns in managing market-oriented relations.Originality/valueThis study explores how practitioners of public relations and marketing perceived and practiced public relations in the digital era. Specifically, the conception of market-oriented relations in regard to the use of digital media was discussed in the proposed structural model.

Permanent scars, improvisation and new paths forward: communication agency leadership responses to COVID-19

“…PRSA's definition aligns closely with the one given by the International Association of Business Communicators (IABC), which defines public relations agencies as strategic partners that help organizations build relationships with their stakeholders through effective communication (Dozier et al ., 2013). To succeed in complex and competitive communicative environments, modern agencies must conduct an in-depth analysis of the target makers and customers before they recommend to their clients the best decision they should make (Ihnatenko et al ., 2020; Tong and Chan, 2020). Whether defined by scholars or professional organizations, these examples emphasize that public relations agencies ensure effective, professional communication between an organization and its target audiences (Meng, 2014).…”