Marketing and public relations: the relationship revisited

Philip James Kitchen · Danny Moss

28 citations0/0 files storedJournal of Marketing Communications

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Abstract

This paper reviews the debate within both the marketing and public relations literatures concerning the relationship between the disciplines of marketing and public relations. The paper considers the arguments advanced in the marketing literature, in particular, for a growing convergence between these two disciplines and examines the recent emergence of the concept of'marketing public relations'. Here the paper takes as one starting point an article which identified a number of possible schematic representations of the relationship between the marketing and public relations functions and argues the case for a model of increasing convergence between them.The paper goes on to consider the more recent development of ‘marketing public relations', examining the arguments advanced. The paper argues that from a public relations perspective, the concept of marketing public relations can be seen as an attempt by marketers to ‘hijack’ public relations, incorporating it as an extra element within the promotional mix in order to inform, persuade or remind existing and prospective customers of product or company benefits. It is argued that what some marketers have termed marketing public relations may be no more than the publicity element of public relations practice under a new guise — one perhaps more acceptable than publicity in the societally orientated firms of today. The paper explores two distinct schools of thought — re-examining the relationship between marketing and public relations from both perspectives. The paper suggests that the uneasy symbiosis between these two functions in practice, reflects to a large degree the ambiguity surrounding the relationship between these concepts within much of the literature.

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References

1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 2018MANAGING PUBLIC RELATIONS 2013Excellence in Public Relations and Communication Management 1967Effective Public Relations 1998Managing public relations 1989Marketing Concepts and Strategies 1985A passion for excellence 1985The Organization of Marketing Activities: A Contingency Theory of Structure and Performance

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2000The organizational relationship between marketing and public relations: exploring paradigmatic viewpoints 2003The forgotten sector: Uncovering the role of public relations in SMEs 1997Marketing public relations: conceptual legitimacy or window dressing?2004Interdependencies between Marketing and Public Relations Disciplines as Correlates of Communication Organisation

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