relationship between marketing and public relations pdf

Relationship Between Marketing And Public Relations Pdf

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Nowadays, more and more organizations understand their direct dependence on the society and their need to build friendly relations with public. Transition to market economy has brought new challenges and demanded a new approach to business principles. For this reason, the problem of professional marketing taking into account the interaction with public came in the forefront for many organizations.

Public relations

Public relations PR is the practice of deliberately managing the release and spread of information between an individual or an organization such as a business, government agency, or a nonprofit organization and the public in order to affect the public perception. Public relations PR and publicity differ in that PR is controlled internally, whereas publicity is not controlled and contributed by external parties. Public relations aims to create or obtain coverage for clients for free, also known as 'earned media', rather than paying for marketing or advertising. But in the early 21st century, advertising is also a part of broader PR activities. An example of good public relations would be generating an article featuring a client, rather than paying for the client to be advertised next to the article.

Similar to traditional channels, marketing in the digital space would be those activities that drive an instant action from the consumer, such as search marketing, ads, promotions and EDMs. The concept of Digital PR still remains as a relationship management function, with a strong focus on social media channels. It has been proven that promotional marketing angles through social media can actually have a negative impact on a brand. This has resulted in a strong shift towards social media being categorised under the PR function. What does this mean for business?

Nowadays, people find it hard to distinguish marketing from public relation PR , due to the emergence of social media, which filled the gap amidst these two. However, they are two different concepts. While marketing is mainly concerned with the promotion and sales of the product, Public Relations PR is intended to create and manage a favourable image of the company amongst the public. Basis for Comparison Public Relation PR Marketing Meaning Public Relations PR refers to the process of maintaining positive relationship and managing the flow of information between company and the general public Marketing is defined as an activity of creating, communicating and delivering products and services of value to the customers. Public Relations is defined as an act of managing the dissemination of information amidst the company and the general public. Examples include newsletters, press conferences, featured stories, speeches, public appearances and similar other forms of non-paid communication.

PR and marketing: What’s the difference?

Building relations with others is important in business, and in everyday life. Behind every campaign lies hours of brainstorming and research. And while public relations and inbound marketing might be seen as two different entities, they have quite a lot in common. No, they aren't. While marketing and PR might share a main goal to create a unique brand identity, boost awareness, increase web traffic , their strategies and executions are different. And when you combine the two practices, you get a powerful marketing advantage, which can easily be applied to campaigns, content, and much more. According to the Public Relations Society of America , PR is defined as a " strategic communication process that builds mutually beneficial relationships between organizations and their public.

Abstract Public relations are increasingly about communicating credibly with key audiences who affect business results, such as media analysts, policymakers and policy influencers, customers and shareholders. It is an important element in supporting the power and value of an organization's brands to all stakeholders. All the elements of corporate brand, from tone and personality, functional and emotional benefits, core message and end goal, to its reputation — if fully leveraged with internal and external audiences — can help raise performance and credibility. Enhancing the awareness understanding and commitment to a brand through public relations is usually an essential part of any overall strategy aimed at sustaining and raising standards of performance and credibility. Public relations are increasingly about communicating credibly with key audiences who affect business results, such as media analysts, policymakers and policy influencers, customers and shareholders. All the elements of corporate brand, from tone and personality, functional and emotional benefits, core message and end goal, to its reputation - if fully leveraged with internal and external audiences - can help raise performance and credibility. Selection and peer-review under responsibility of the Contemporary Issues in Business, Management and Educationconference.


Our basic premise is that organizations are best served by the inherent diversity of perspectives provided by separate public relations and marketing functions. We add that an integrated marketing communication programme should be coordinated through the broader public relations function.


Marketing public relations: A consumer-focused strategic perspective

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1 Comments

  1. Kemal C.

    Both marketing and public relations went through such dramatic growth and evolution during the first half of the twentieth century that at least one business historian has referred to this period as their "teen-age years.

    11.05.2021 at 07:37 Reply

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