scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 3: Chiropractic growth

2021 ◽  
Vol 35 (S1) ◽  
pp. 45-54 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
Public Relations ◽  
Secondary Data ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Business Practices ◽  
Popular Press ◽  
American Hospital ◽  
American Hospital Association ◽  
The Public ◽  
The Third

Objective This is the third paper in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this paper is to provide a brief review of the history of the growth of chiropractic, its public relations campaigns, and infighting that contributed to the events surrounding the Wilk v AMA lawsuit. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. Our methods included obtaining primary and secondary data sources. The final narrative recount was developed into 8 papers following a successive timeline. This paper is the third of the series that explores the growth the chiropractic profession. Results By the 1930s, the AMA was already under investigation for violation of antitrust laws and the National Chiropractic Association was suggesting that the AMA was establishing a health care monopoly. Chiropractic schools grew and the number of graduates rose quickly. Public relations campaigns and publications in the popular press attempted to educate the public about chiropractic. Factions within the profession polarized around differing views of how they thought that chiropractic should be practiced and portrayed to the public. The AMA leaders noted the infighting and used it to their advantage to subvert chiropractic. Conclusion Chiropractic grew rapidly and established its presence with the American public through public relations campaigns and popular press. However, infighting would give the AMA material to further its efforts to contain and eliminate the chiropractic profession.

scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 5: Evidence exposed

2021 ◽  
Vol 35 (S1) ◽  
pp. 74-84 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
Health Education ◽  
Secondary Data ◽  
Medical Specialty ◽  
The United States ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Business Practices ◽  
American Hospital ◽  
American Hospital Association ◽  
Department Of Health

Objective This is the fifth article in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this article is to provide a brief review of events surrounding the eventual end of the AMA's Committee on Quackery and the exposure of evidence of the AMA's efforts to boycott the chiropractic profession. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. Our methods included obtaining primary and secondary data sources. The final narrative recount was developed into 8 articles following a successive timeline. This article, the fifth of the series, explores the exposure of what the AMA had been doing, which provided evidence that was eventually used in the Wilk v AMA antitrust lawsuit. Results The prime mission of the AMA's Committee on Quackery was “first, the containment of chiropractic and, ultimately, the elimination of chiropractic.” However, the committee did not complete its mission and quietly disbanded in 1974. This was the same year that the chiropractic profession finally gained licensure in all 50 of the United States; received recognition from the US Commissioner of Education, Department of Health, Education and Welfare; and was successfully included in Medicare. In 1975, documents reportedly obtained by the Church of Scientology covert operatives under Operation AMA Doom revealed the extent to which the AMA and its Committee on Quackery had been working to contain and eliminate the chiropractic profession. The AMA actions included influencing mainstream media, decisions made by the Joint Commission on Accreditation of Hospitals, and the Department of Health, Education, and Welfare. Other actions included publishing propaganda against chiropractic and implementing an anti-chiropractic program aimed at medical students, medical societies, and the American public. Conclusion After more than a decade of overt and covert actions, the AMA chose to end its Committee on Quackery. The following year, documents exposed the extent of AMA's efforts to enact its boycott of chiropractic.

scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 6: Preparing for the lawsuit

2021 ◽  
Vol 35 (S1) ◽  
pp. 85-96 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
Secondary Data ◽  
Well Being ◽  
Medical Specialty ◽  
Phenomenological Approach ◽  
The United States ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Business Practices ◽  
American Hospital ◽  
American Hospital Association

Objective This is the sixth article in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this article is to provide a brief review of the plaintiffs, lead lawyer, and the events immediately before the lawsuit was filed. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. Our methods included obtaining primary and secondary data sources. The final narrative recount was developed into 8 articles following a successive timeline. This article, the sixth of the series, explores the plaintiffs' stories. Results Because of the AMA's boycott on chiropractic, chiropractors were not able to collaborate with medical physicians or refer patients to medical facilities, which resulted in restricted trade and potential harm to patients' well-being. The plaintiffs, Patricia Arthur, James Bryden, Michael Pedigo, and Chester Wilk, came from different regions of the United States. Each had unique experiences and were compelled to seek justice. The lead lawyer, Mr George McAndrews, was the son of a chiropractor and had witnessed the effect that the AMA's attacks on chiropractic had on his father. It took several years to gather enough resources to file the suit, which was submitted in 1976. Conclusion The conflicts that the plaintiffs experienced stimulated them to pursue a lawsuit against the AMA and other organized political medicine groups.

scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 4: Committee on Quackery

2021 ◽  
Vol 35 (S1) ◽  
pp. 55-73 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
Secondary Data ◽  
Medical Specialty ◽  
Phenomenological Approach ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Medical Society ◽  
Business Practices ◽  
American Hospital ◽  
American Hospital Association ◽  
The 1960S

Objective This is the fourth article in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit, in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this article is to provide a brief review of the history of the origins of AMA's increased efforts to contain and eliminate the chiropractic profession and the development of the Chiropractic Committee, which would later become the AMA Committee on Quackery. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. Our methods included obtaining primary and secondary data sources. The final narrative recount was developed into 8 articles following a successive timeline. This article is the fourth of the series that explores the origins of AMA's increased efforts to contain and eliminate the chiropractic profession. Results In the 1950s, the number of chiropractors grew in Iowa, and chiropractors were seeking equity with other health professions through legislation. In response, the Iowa State Medical Society created a Chiropractic Committee to contain chiropractic and prompted the creation of the “Iowa Plan” to contain and eliminate the chiropractic profession. The AMA leadership was enticed by the plan and hired the Iowa State Medical Society's legislative counsel, who structured the operation. The AMA adopted the Iowa Plan for nationwide implementation to eradicate chiropractic. The formation of the AMA's Committee on Chiropractic, which was later renamed the Committee on Quackery (CoQ), led overt and covert campaigns against chiropractic. Both national chiropractic associations were fully aware of many, but not all, of organized medicine's plans to restrain chiropractic. Conclusion By the 1960s, organized medicine heightened its efforts to contain and eliminate the chiropractic profession. The intensified campaign began in Iowa and was adopted by the AMA as a national campaign. Although the meetings of the AMA committees were not public, the war against chiropractic was distributed widely in lay publications, medical sources, and even chiropractic journals. Details about events would eventually be more fully revealed during the Wilk v AMA trials.

scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 7: Lawsuit and decisions

2021 ◽  
Vol 35 (S1) ◽  
pp. 97-116 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
American Medical Association ◽  
Medical Association ◽  
American Medical ◽  
Secondary Data ◽  
Medical Specialty ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Business Practices ◽  
American Hospital ◽  
American Hospital Association

Objective This is the seventh paper in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this paper is to provide a summary of the lawsuit that was first filed in 1976 and concluded with the final denial of appeal in 1990. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. Our methods included obtaining primary and secondary data sources. The final narrative recount was developed into 8 papers following a successive time line. This paper, the seventh of the series, considers the information of the 2 trials and the judge's decision. Results By the time the first trial began in 1980, the AMA had already changed its anti-chiropractic stance to allow medical doctors to associate with chiropractors if they wished. In the first trial, the chiropractors were not able to overcome the very stigma that organized medicine worked so hard to create over many decades, which resulted in the jury voting in favor of the AMA and other defendants. The plaintiffs, Drs Patricia Arthur, James Bryden, Michael Pedigo, and Chester Wilk, continued with their pursuit of justice. Their lawyer, Mr George McAndrews, fought for an appeal and was allowed a second trial. The second trial was a bench trial in which Judge Susan Getzendanner declared her final judgment that “the American Medical Association (AMA) and its members participated in a conspiracy against chiropractors in violation of the nation's antitrust laws.” After the AMA's appeal was denied by the Court of Appeals for the Seventh Circuit in 1990, the decision was declared permanent. The injunction that was ordered by the judge was published in the January 1, 1988, issue of the Journal of the American Medical Association. Conclusion The efforts by Mr McAndrews and his legal team and the persistence of the plaintiffs and countless others in the chiropractic profession concluded in Judge Getzendanner's decision, which prevented the AMA from rebuilding barriers or developing another boycott. The chiropractic profession was ready to move into its next century.

scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 8: Judgment impact

2021 ◽  
Vol 35 (S1) ◽  
pp. 117-131 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
United States ◽  
The United States ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Final Decision ◽  
Business Practices ◽  
American Hospital ◽  
American Hospital Association ◽  
Chiropractic Practice ◽  
Practice Education

Objective This paper is the eighth in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this paper is to discuss the possible impact that the final decision in favor of the plaintiffs may have had on the chiropractic profession. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. Our methods included obtaining primary and secondary data sources. The final narrative recount was developed into 8 papers following a successive timeline. This paper is the eighth of the series that discusses how the trial decision may have influenced the chiropractic that we know today in the United States. Results Chiropractic practice, education, and research have changed since before the lawsuit was filed. There are several areas in which we propose that the trial decision may have had an impact on the chiropractic profession. Conclusion The lawsuit removed the barriers that were implemented by organized medicine against the chiropractic profession. The quality of chiropractic practice, education, and research continues to improve and the profession continues to meet its most fundamental mission: to improve the lives of patients. Chiropractors practicing in the United States today are allowed to collaborate freely with other health professionals. Today, patients have the option to access chiropractic care because of the dedicated efforts of many people to reduce the previous barriers. It is up to the present-day members of the medical and chiropractic professions to look back and to remember what happened. By recalling the events surrounding the lawsuit, we may have a better understanding about our professions today. This information may help to facilitate interactions between medicine and chiropractic and to develop more respectful partnerships focused on creating a better future for the health of the public. The future of the chiropractic profession rests in the heads, hearts, and hands of its current members to do what is right.

scholarly journals Looking back at the lawsuit that transformed the chiropractic profession part 1: Origins of the conflict

2021 ◽  
Vol 35 (S1) ◽  
pp. 9-24 ◽  
Author(s):  
Claire D. Johnson ◽  
Bart N. Green
Keyword(s):  
Health Care ◽  
Health Care Providers ◽  
The United States ◽  
Qualitative Inquiry ◽  
Chiropractic Profession ◽  
Business Practices ◽  
Care Providers ◽  
American Hospital ◽  
American Hospital Association ◽  
Organized Medicine

Objective This paper is the first in a series that explores the historical events surrounding the Wilk v American Medical Association (AMA) lawsuit in which the plaintiffs argued that the AMA, the American Hospital Association, and other medical specialty societies violated antitrust law by restraining chiropractors' business practices. The purpose of this paper is to provide a brief review of the history of the AMA and the origins of chiropractic and to explore how the AMA began its monopoly of health care in the United States, possible reasons that organized medicine acted against chiropractic, and how these events influenced the chiropractic profession. Methods This historical research study used a phenomenological approach to qualitative inquiry into the conflict between regular medicine and chiropractic and the events before, during, and after a legal dispute at the time of modernization of the chiropractic profession. We used primary and secondary data sources. The final narrative recount was developed into 8 papers that follow a successive time line. This paper is the first of the series and explores the origins of the aversion of organized American medicine to other health professions and the origins of the chiropractic profession. Results The AMA began in the mid-1800s to unify like-minded “regular” medical physicians who developed a code of ethics and promoted higher educational standards. Their efforts to unify had excluded other types of health care providers, which they called “irregular” practitioners. However, Americans were seeking more natural alternatives to the harsh methods that regular medical physicians offered at that time. Nearly 50 years after the AMA began, the chiropractic profession attempted to emerge during a time when many patients valued vitalism and their freedom to choose what health care provider they would access. Conclusion During the years that chiropractic developed as a healing profession, organized medicine was already well established and developing a monopoly in American health care. These events created the foundation on which the tensions between these professions were built and ultimately resulted in the Wilk v AMA lawsuit.

scholarly journals AKTIVITAS INTEGRATED MARKETING COMMUNICATION PT BLUE BIRD TBK DALAM MEMPERKENALKAN APLIKASI MY BLUEBIRD 5 DI MASA PANDEMI COVID-19

2021 ◽  
Vol 1 (1) ◽  
pp. 17
Author(s):  
Wulan Muhariani
Keyword(s):  
Public Relations ◽  
Media Coverage ◽  
Direct Marketing ◽  
Secondary Data ◽  
Sales Promotion ◽  
Marketing Communications ◽  
Marketing Communication ◽  
Integrated Marketing ◽  
Integrated Marketing Communication ◽  
The Public

ABSTRACTSomething new from the company, whether it is innovations, policies and the latest achievements from the company, should ideally be communicated and marketed to the public under any circumstances, including during a pandemic. At this time, all companies are challenged to market their products and services, a special strategy is needed to achieve the company's goals. For this reason, this study aims to analyze the implementation of Integrated Marketing Communication (IMC) activities carried out by PT Blue Bird Tbk in introducing the company's latest innovation, namely the My Bluebird 5 application during the COVID-19 pandemic. This research was conducted qualitatively with a case study method and data collection was divided into two, namely primary through interviews and observations; as well as secondary data through literature studies and media coverage results. The conclusion of this research is that PT Blue Bird Tbk has implemented an integrated marketing communication concept to introduce the My Blue Bird 5 application in the midst of a pandemic through various tactics such as from advertising, public relations, internet marketing, sales promotion and direct marketing activities.Keywords: Marketing Communications, Integrated Marketing Communication, Pandemic  ABSTRAKSesuatu yang baru dari perusahaan, entah itu inovasi, kebijakan dan pencapaian terbaru dari perusahaan, idealnya harus dikomunikasikan dan dipasarkan kepada masyarakat dalam kondisi apapun, termasuk di masa pandemi. Pada masa ini, semua perusahaan mendapat tantangan untuk memasarkan produk dan jasanya, dibutuhkan strategi khusus agar tujuan perusahaan tercapai. Untuk itu penelitian ini bertujuan menganalisis penerapan aktivitas Integrated Marketing Communication (IMC) yang dilakukan oleh PT Blue Bird Tbk dalam memperkenalkan inovasi terbaru perusahaan, yaitu aplikasi My Bluebird 5 di masa pandemi COVID-19. Penelitian ini dijalankan secara kualitatif dengan metode studi kasus dan pengumpulan data terbagi menjadi dua yaitu primer melalui wawancara dan observasi; serta data sekunder melalui studi pustaka dan hasil liputan media. Kesimpulan dari penelitian ini adalah PT Blue Bird Tbk telah menerapkan konsep komunikasi pemasasaran terpadu untuk memperkenalkan aplikasi My Bluebird 5 di tengah masa pandemi melalui berbagai macam taktik mulai dari kegiatan periklanan, public relations, pemasaran internet, promosi penjualan dan pemasaran langsung.Kata Kunci: Marketing Communications, Integrated Marketing Communication, Pandemi

scholarly journals Efektivitas Pelaksanaan Tugas Dan Fungsi Bagian Humas Dan Protokol Dalam Menjaga Citra Kepala Daerah Pada Humas Dan Protokol Sekretariat Daerah Kabupaten Jembrana

2020 ◽  
Vol 3 (1) ◽  
pp. 1-9
Author(s):  
I Gede Arya Suta Satya Pramana ◽  
Ni Wayan Sutiani
Keyword(s):  
Public Relations ◽  
Secondary Data ◽  
Analysis Data ◽  
Government Agency ◽  
The Public ◽  
Analysis Technique ◽  
And Function ◽  
Sample Method ◽  
A Company ◽  
Collection Methods

Every government agency, company, or other institution must have a PublicRelations and Protocol. Public Relations and Protocols have the duty and function totake responsibility and maintain a positive image that already exists in an agency orcompany and to better re-image where the agency or company is located, has the roleof delivering a policy or all information carried out by an agency or a company. Fromthe above background, the purpose of this study is to find out how the effectivenessof the implementation of the duties and functions of the Public Relations and ProtocolSection in Maintaining the Image of the Regional Head (Study in the Public Relationsand Protocol Section of the Jembrana Regency Regional Secretariat.The data in thisstudy are qualitative secondary data. The population was taken from employees in thePublic Relations and Protocol Section of the District Secretariat of Jembrana totaling35, the sample method used was the census method. The data analysis technique usedis descriptive qualitative analysis. Data collection methods used in this research areinterview and documentation study methods.The results of the study showed that theeffectiveness of the duties and functions of the Public Relations and Protocol sectionin maintaining the image of regional heads in the Regional Secretariat of JembranaDistrict had been going well, as seen from the indicators: Reception / hearing(domestic and foreign) was carried out in accordance with the specified standards.Guest visits (domestic and foreign) are carried out in accordance with applicableguidelines. Travel to the region / Overseas is carried out in accordance with specifiedguidelines. Meeting / session arrangements are well implemented. The holding of areception / banquet has been carried out well. The implementation of the ceremoniesis in accordance with the established rules. With the implementation of the duties andfunctions of the Public Relations and Protocol section, the image of the regional headcan be maintained properly, as seen from the indicators: Personality of the regionalhead increases with the implementation of public relations and protocol activitiesproperly. Reputation of Jembrana Regency has improved the implementation ofpublic relations and procolo activities. The value of Jembrana Regency increases withthe implementation of public relations and procolo activities properly. Identity or selfcan be seen by the implementation of public relations and protocol activities well.

scholarly journals JOHN D. ROCKEFELLER, STANDARD OIL, AND THE RISE OF CORPORATE PUBLIC RELATIONS IN PROGRESSIVE AMERICA, 1902–1908

2017 ◽  
Vol 16 (3) ◽  
pp. 245-263
Author(s):  
Stephen R. Leccese
Keyword(s):  
Public Opinion ◽  
Public Relations ◽  
Business Practices ◽  
Progressive Reform ◽  
The Public ◽  
Corporate Public Relations ◽  
The Supreme Court ◽  
History Of ◽  
Standard Oil Company ◽  
Oil Company

When the Supreme Court ordered the dissolution of Standard Oil in 1911, it marked the end of an unsuccessful campaign by the company to improve its public standing. Standard Oil's failure to mollify public opinion in the aftermath of Ida Tarbell's muckraking masterpiece, “The History of the Standard Oil Company,” has resulted in a historiographical record that negatively assesses the company's response. This article reassesses the company response by placing it within the wider context of business history in the early twentieth century. It offers a detailed exploration of the public relations initiatives of Standard Oil from 1902 to 1908. Additionally, the article views the affair through the lens of standard corporate practices of the early Progressive Era, when large businesses had only begun to promote favorable public images. It argues that progressive reform inadvertently aided the rise of big business by teaching corporations the importance of promoting favorable public images. This wider context reveals that Standard Oil's public relations response, if unsuccessful, was not as aloof as others have argued. In fact, the company made a concerted effort to change public opinion about its business practices.

scholarly journals Public relations-merchandising o la emergencia de un nuevo modelo de gestión organizacional: el caso El Corte Inglés

2020 ◽  
Vol 10 (19) ◽  
pp. 133-156
Author(s):  
Gloria Jimenez-Marin ◽  
Marta Pulido-Polo ◽  
Maria Mateos-Marin
Keyword(s):  
Public Relations ◽  
Public Perception ◽  
Integrated Management ◽  
Secondary Data ◽  
Management Model ◽  
The Public ◽  
Comprehensive Management ◽  
Commercial Space ◽  
Distribution Company ◽  
Mother’S Day

The difference between public relations and marketing lies essentially in its purpose: while marketing seeks to satisfy the economic needs of the company in the market, public relations pursue the confluence of interests of the organization in its environment and, as a consequence, optimal results in terms of public perception. Despite this distinction, the link between public relations and marketing has sparked broad theoretical debates, essentially reactive, from the relational postulates. While, from the perspective of public relations, the managerial character of public relations is emphasized as a directive function and the academic and professional difference between one discipline and another is deepened, from the postulates of marketing, it is naturally assumed that Public relations is a more integrated technique in the P of Marketing Mix promotion. The integrated management model "Marketing Public Relations" (Kitchen and Moss, 1995 and Papasolomou and Melanthiou, 2012), aimed at increasing efficiency in organizational management through the combination of public relations techniques and marketing techniques synergistically (Hutton, 1996 and Haywood, 1998), has been surpassed in recent years by new models, mainly corporate, focused on the systematic incorporation of specific public relations techniques along with those of merchandising and retail, under strategic postulates. Under this approach, through a qualitative methodological design, based on the concept of intra-method methodological triangulation that combines the case study method (2019 Mother's Day Campaign at the Spanish distribution company El Corte Inglés) and the use of secondary data sources (both bibliographic documents and documents of the organization under study), this article aims to analyze this emerging reality to conclude with the proposal of a comprehensive management model based on the concept of "Public Relations-Merchandising". The results derived from the study allow us to identify an integrated corporate model for managing public perception (and business reputation) and sales through the strategic use of commercial space and retail (merchandising). In this way, a new management model emerges, the “Public Relations Merchandising” model that pivots on four basic variables: - Issuer: companies are organizations and, as such, public relations can contribute to the development of their mission in society, mainly related to the generation of economic objectives derived from the sales process). - Recipient: understanding the client as a stakeholder implies that the company acquires a commitment to corporate behavior that necessarily responds to the expectations and interests of its buyers and consumers. These should be conceived as a key piece that underpins the organizational life and around which the company must build and develop (Pulido, 2017). - Context and message: the enormous growth of competition and the dizzying evolution of the purchasing process forces organizations to manage the shopping experience from relational postulates. The convergence of public relations and merchandising techniques drive a constant dialogue with customers through the profitability of the commercial space. It is possible to conclude that the integrated management of public relations applied to merchandising entails achieving a balance with the public, which, in turn, results in optimal levels of perception of the points of sale, the products and suppliers themselves, and even to buyers and consumers.

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