PR and other professions of communication

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PR interferes with different professions of communication, it borrows from them its force or it uses them in order to achieve their targets. One of the main instruments of public relations is the relationship with the press.

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.

The distinction between advertising and PR is more easily avert: advertising involves paying a medium (TV, radio, newspaper or magazine, for example) for airtime or column inches in which to put across a promotional message.

In order to understand the relationship between public relations, public affairs and lobbying, we need to look at definitions of terms. I have already tried to find a proper definition for public relations at the beginning of this chapter. Public affairs is a term slightly more ambiguous.