chapter  5
18 Pages

Public relations and marketing

The relationship between public relations and marketing has always been a somewhat ambiguous and controversial one. Practitioners and academics of both disciplines have continued to argue over where the dividing line between the two disciplines should be drawn. Despite the efforts of both practitioners and academics to resolve the ‘territorial boundaries’ between the two disciplines, there is still little consensus about where, or for that mat ter whether, a dividing line should be drawn between marketing and public relations. For some practitioners and academics, in particular, determining the boundaries between the two disciplines has continued to be an issue of prime concern. However, others have argued that the debate over boundaries is rather futile, and that what really matters is not whether a particular set of techniques should be labelled public relations or marketing, but whether they are effective in achieving a firm’s desired objectives.