Marketing and public relations

It is the relationship between PR and marketing that usually takes up most space and generates most controversies, as marketing is the field most commonly confused with PR. There have been extended debates about whether public relations is a part of marketing of public relations.

To public relations practitioners, public relations means managing the total communication of an organization with all its publics. To most marketers public relations means publicity, that is, obtaining (usually) media coverage in support of products and services. Few public relations practitioners would argue that pricing or distribution decisions should be their responsibility; similarly, few marketers would claim the responsibility for internal communication. This view has focused primarily on the area of market-related communications – the promotional function of marketing and what amounts to the publicity function of public relations. (Theaker 2001:6)

From a marketing perspective, the promotional activity is viewed as a form of marketing communication (as part of the marketing communications mix) and should therefore come under marketing's control. From a public relations perspective, techniques such as trade promotions, product editorial, events, and even sponsorship, are seen as essentially specialist public relations techniques that should be handled by experienced PR practitioners.

The fact is that in modern organizations functions need to be integrated to be effective. A visitor to a website is not at all concerned if it is the marketing or the public relations department who has designed it and put together its content, as long as information needs are satisfied. What is obviously clear is that internally there needs to be a clear understanding of the roles of each discipline and where the responsibilities lie. (White 1995:141)

In general, organizations need to sell or obtain support for their products and services to survive. A good general reputation, often maintained through sustained public relations activity, will attract customers and users of services. Good service and products enhance reputation. Organizations need both marketing and public relations. In short there is a call for public genuine PR within management context. (Stone 1995:49)

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