Locating marketing within the corporate communication managing system

Abstract

Where does expertise and responsibility for strategic business communication lie? Marketing and public relations vie for supremacy since both groups specialize in communication, using managed communications to pursue their respective objectives. Convincing arguments for one being subsumed by the other abound. A clarifying discussion of the often-confused vocabulary is the starting point for a review of the nature and role of marketing and public relations and how they are portrayed in respective textbooks. The emerging total management system of corporate communication and its relationship to marketing and public relations is placed in a framework for the integration of corporate strategy, organizational development, human resource management, public relations and marketing. Corporate communication has a dominant role in achieving organizational growth, by being concerned with learning, showing the corporation to itself and as a mode of organization for both external and internal environments. (The term corporation is consciously chosen in place of organization to connote a social collectivity.The term organization is retained for the outcome of the managerial process of organizing). Considerable attention has been afforded in the academic literature to debating the nature of the relationship between marketing and public relations. This paper deals with their respective roles within a corporate communication function and presents and supports an argument for the integration of marketing and public relations with strategic management as part of a disciplined corporate communications management strategy. This requires moving beyond traditional domain boundaries.

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