Reassessing the Relationship Between Marketing and Public Relations
Reassessing the relationship between marketing and public relations is in light of recent events that have questioned the validity of this notion. The notion is not without its critics, however. For example, it has been argued that PR in and of itself is not a science but more like a corporate form of “psychology” that is nothing more than highly organized sales tactics. As such, marketing analysis that relies upon PR can prove to be too abstract and divorced from the contemporary business environment’s realities. Also, I argue that marketing and PR are two related to each other as if they are the same, a proposition that the author firmly debates.
Reassessing the relationship between marketing and public relations rests upon three foundations: marketing being a science; the targeted audience being the primary focus of marketing; and a strong reliance upon solid communication channels. Lisa Drouin reconstructs the relationship between marketing research and public relations on a methodological basis. She utilizes a unique sociological approach that is informed by five decades of studying marketing research and public relations and a wide variety of other disciplines.
She provides an engaging, original analysis that considers how theories about marketing and public relations can inform strategic decisions about what messages should be communicated and how and where they should be communicated. Drouin’s book is a valuable contribution to the field of marketing studies and will serve as a guide to researchers, practitioners, and students for many years to come.
Two factors prompted this book review. First, because of my own background and professional experience with marketing and PR, I know first-hand the critical importance of the relationship between these disciplines. Second, as an associate professor at George Washington University Graduate School of Public Service, I see the vast scope of the topics covered in this text every week. The book is jam-packed with valuable insights, suggestions, and case studies. In sum, Reassessing the Relationship Between Marketing and Public Relations should be considered not only for its useful research and case studies but also for the application it may make on the service side of marketing for managers and executives. Certainly, this is one marketing text that will stay in the readers’ minds and hearts for a long time.
In This Book Review, I’ll discuss why Reassessing the Relationship Between Marketing and Public Relations is important for all companies. Specifically, I’ll discuss why it is important to build strong public relations programs that support marketing and help provide a healthy balance between internal and external communications. I will also discuss how this relationship can be most critical for organizations with strategic objectives. Finally, I’ll illustrate how this understanding of marketing and PR’s interdependence can help companies create effective branding strategies. I hope that by the time you have finished reading this book, you will see how important it is for your organization to understand these concepts and how they can help your business.
Although hiring a marketing specialist may seem like a burden at first, it is an investment that can save your company both money and time. These experts are more likely to meet your specific needs than the marketing department, making them crucial for your success. Also, since they are often more familiar with your company than any of your current employees, they are often more objective when it comes to evaluating your marketing practices and their impact on the company’s image. By carefully weighing all of the advantages and disadvantages, you can ensure that the marketing group is dedicated to assisting you in achieving your goals, essential for public-relations success.