Marketing public relations: conceptual legitimacy or window dressing?

Abstract

Explores the development of the marketing public relations (MPR) concept examining the arguments advanced concerning MPR’s emergence and legitimacy to be a separate marketing or PR discipline. Some marketing academics suggest that MPR should be incorporated into the marketing discipline whereas the majority of PR academics argue that MPR represents a further attempt by marketeers to “hijack” PR, incorporating it into the promotional mix. Indeed, certain academics claim that MPR may evolve into a new marketing or PR discipline separate from corporate public relations. The research is compared with the findings from a review of pertinent literature. Exploratory findings indicate that what MPR represents is merely a new term for PR applied to marketing promotion. However, the fact that a new label has been applied does not amount to the emergence of a new marketing discipline. MPR would appear to enjoy a growing importance in the expensive world of marketing communication activities.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 20 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.