Abstract
Marketing and public relations are inventions of the business world for communicating messages to influence opinions of specific audiences. Popular opinions about these fields are often less than flattering, especially by those with environmental leanings. Indeed, a natural resources management student responded to a lecture on marketing communication with the comment that conservation was ‘much too important to use marketing’ in its pursuit. Furthermore, the concept of public relations is often thought of as putting ‘spin’ on bad situations to make them acceptable to the public.
Keywords
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsReferences and Further Reading
PRSA (Public Relations Society of America) (2009) http://www.prsa.org/aboutUs/officialStatement.html. retrieved July 2, 2009
Andreasen AR (1995) Marketing social change: changing behavior to promote health, social development, and the environment. Jossey-Bass, San Francisco, CA
Bland M, Theaker A, Wragg D (2005) Effective media relations: how to get results, 3rd edn. Kogan Page, London
Boone LE, Kurtz DC (2008) Contemporary marketing, 14th edn. South-Western College, Chula Vista, CA
Broom G (2008) Cutlip and Center’s effective public relations, 10th edn. Prentice Hall, Upper Saddle River, NJ
Butler T (ed) (1998) Wildlands philanthropy. Wild Earth 8(2):12–56
Butler T, Vizcaino A (2008) Wildlands philanthropy, the great American tradition. Earth Aware Editions, San Rafael, CA
Caywood CL (ed) (1997) The handbook of strategic public relations and integrated communications. Mcgraw Hill, New York, NY
Churchill GA, Iacobucci D (2009) Marketing research: Methodological foundations, 10th edn. South-Western College, Chula Vista, CA
Dilenschneider RL (2008) Dartnell’s public relations handbook, 4th edn. Dartnell Corporation, Chicago, IL
Fazio JR, Gilbert DL (2000) Public relations and communications for natural resource managers, 3rd edn. Kendall Hunt, Dubuque, IA
Genest CM (2005) Cultures, organization and philanthropy. CCIJ 10(4):315–327
Goldberg ME, Fishbein M, Middlestadt SE (1997) Social marketing: Theoretical and practical perspectives. Erlbaum, Mahwah, NJ
Grant J (2008) The green marketing manifesto. Wiley, New York, NY
Harrison EB (2008) Corporate greening 2.0. PublishingWorks, Exeter, NH
Hawken P (2008) Blessed unrest: How the largest social movement in history is restoring grace, justice, and beauty to the world. Penguin, New York, NY
Hendrix JA, Hayes DC (2009) Public relations cases, 8th edn. Wadsworth, Belmont, CA
Kendall R (1996) Public relations campaign strategies: Planning for implementation. Harper Collins, New York, NY
Klein K (2007) Fundraising for social change, 4th edn. Jossey-Bass, San Francisco, CA
Kotler P, Lee NR (2002) Social marketing: Influencing behaviors for good. Sage, London
Kotler P, Roberto N, Lee NR (2002) Social marketing: Improving the quality of life. Sage, London
Malhotra NK (2009) Marketing research: An applied orientation, 6th edn. Prentice-Hall, Upper Saddle River, NJ
Moser SC, Dilling L (2007) Creating a climate for change: Communicating climate change and facilitating social change. Cambridge University Press, Cambridge
Pratkanis AR, Aronson E (2001) Age of propaganda: The everyday use and abuse of persuasion. Holt, New York, NY
Sourcewatch (2008) Greenwashing, Sourcewatch encyclopedia. http://www.sourcewatch.org/index.php?title=Greenwashing. Cited 28 July 2009
Tuten TL (2008) Advertising 2.0: Social media marketing in a web 2.0 world. Praeger, Westport, CT
West B, Greenberg M (2003) Reporter’s environmental handbook, 3rd edn. Rutgers University Press, New Brunswick, NJ
Zaltman G, Kotler P, Kaufman I (eds) (1972) Creating social change. Holt, Rinehart & Winston, Austin, TX
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
Copyright information
© 2010 Springer Science+Business Media B.V.
About this chapter
Cite this chapter
Jurin, R.R., Roush, D., Danter, J. (2010). Learning from Marketing and Public Relations. In: Environmental Communication. Second Edition. Springer, Dordrecht. https://doi.org/10.1007/978-90-481-3987-3_19
Download citation
DOI: https://doi.org/10.1007/978-90-481-3987-3_19
Published:
Publisher Name: Springer, Dordrecht
Print ISBN: 978-90-481-3986-6
Online ISBN: 978-90-481-3987-3
eBook Packages: Earth and Environmental ScienceEarth and Environmental Science (R0)