The increasing importance of public relations in fast moving consumer goods firms

An interesting phenomenon in recent years is the apparent growth in spending and activity on public relations work in fast moving consumer goods firms. This paper attempts to show that in the first instance there has been a shift away from more traditional forms of marketing communications towards public relations. Secondly, it tries to account for this shift in emphasis. The comparative cost‐effectiveness of public relations is highlighted, as is its changing role. The interface and overlap with the more traditional corporate public relations is discussed.