• 6.1: Public Relations in Social Marketing

    • Nedra Kline Weinreich's "What Is Social Marketing?" URL

      Many of the communication tactics working for social programs are the same as those applied to commercial undertakings, including the most fundamentals of traditional marketing and public relations. However, social communications focus more on the consumer rather than the product. Notice also how social marketing expands the concept of publics, partnerships, policy, and purse-strings for a wider range of stakeholders in a project's activities and results.

    • Steven R. Van Hook's "Social Marketing" URL

      Watch this video about social marketing. Most of the tools for promoting commercial projects can be applied to advancing social causes and programs.