Creating Social Capital: The Great Opportunity for Public Relations

Publication Date: 2010, Winter

Source: SO02 Public Relations Strategist
Product Code: 6K-011008
Organization/Author/Firm: Rusty Cawley APR
Specialization(s): Value and Return on Investment
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While marketers are well suited to generate financial capital, they are ill suited to generate social capital. Marketers are too invested in the concepts of pricing, promotion and packaging. At heart, every marketer wants to move products, not nurture relationships. This presents an opportunity for public relations.