How MPR Adds Value to Integrated Marketing Communications

Harris, Thomas L.
June 1993
Public Relations Quarterly;Summer93, Vol. 38 Issue 2, p13
Academic Journal
The aim of business is to create a customer. The dean of American management experts believes that marketing is so basic it cannot he considered a separate function. Marketing is the whole business from the point of view of its final result, that is from the customer's point of view. Whatever an organization offers to whichever publics, the hard fact is that success lies in its sales getting someone to sign on the dotted line, actually or figuratively, and that both public relations and marketing ultimately exist to serve sales, the purveying of goods, services or ideas. It is difficult to fathom the near hysteria expressed in some PR circles about what is seen as an attempted takeover of the public relations function by marketing. While many marketing managers recognize the strategic role that public relations can play in achieving marketing objectives, considerable confusion remains about the nature of the relationship. Marketing people often associate the public relations function with corporate activities such as investor relations, employee communications, government relations and corporate contributions which are far removed from their immediate interests and concerns.


Related Articles

  • Marketing Public Relations... Lead, Follow or Get Out Of the Way. Marken, Gideon A. // Public Relations Quarterly;Spring95, Vol. 40 Issue 1, p47 

    This article focuses on the concept of marketing public relations (MPR) in the United States. Marketing public relations is indeed a very important segment in marketing plan because of its powerful capabilities. Marketing public relations is customer- oriented and need two-way communications to...

  • The First Rites of a Public Relations Director. Kopec, Joseph A. // Public Relations Quarterly;Fall76, Vol. 21 Issue 3, p20 

    Some people climb the public relations ladder of success with ease. They start with both feet on the ground and work their way up to the top one rung at a time. Other practitioners, grappling with themselves and their organizations or both, find that each time they move from rung to rung the...

  • A Survey of Overseas PR Today. Toohey, Richard // Public Relations Quarterly;Winter71, Vol. 15 Issue 4, p15 

    This article focuses on international public relations. A total annual expenditure of $50 million by 225 corporations, with 153 of them employing a total of about 1,300 people overseas, ten of the top 80 U.S. public relations agencies have overseas offices employing a total of about 400, and...

  • Agencies take prudent approach to marketing their new awards. Littman, Margaret // Marketing News;08/02/99, Vol. 33 Issue 16, p4 

    The article discusses the importance of marketing awards to the business enterprises in the United States. The article states that it is the time when many major awards, from the Public Relations Society of America's Silver Anvil to the International Advertising Festival's Grand Prix, are...

  • International Networking Tailors Communications Programs Across the Globe. Strenski, James B. // Public Relations Quarterly;Spring85, Vol. 30 Issue 1, p28 

    Anyone who has traveled abroad can relate harrowing experiences that were the result of not knowing the differences between customs in one country and another. For public relations practitioners, this problem is compounded. If an unknowing public relations professional attempts to deal with the...

  • Wanted for hire in 2010: Business analysts. Miller, Thomas W. // Marketing News;12/07/98, Vol. 32 Issue 25, p13 

    Focuses on the role of marketing managers and researchers in addressing business problems that are expected to arise in the United States in the year 2010. Need for business analysts to have a sense of what it takes to run a successful business; Overview on the trends that may cause changes...

  • Juggling public relations plays important role in... Schenkein, Robert // Hudson Valley Business Journal;11/24/97, Vol. 8 Issue 15, p22 

    Stresses the important role played by public relations in marketing. Reasons why public relations should be considered in formulating market strategies; Changing market strategies to meet the needs of consumers; Findings of the study conducted by Yankelovich Partners and Gannett's USA Weekend...

  • THE WEEK IN CHARITIES.  // PRWeek (London);8/21/2009, p8 

    The article presents an update on public relations (PR) issues surrounding charitable institutions in Great Britain as of August 2009. Anil Ranchod has been appointed as media and marketing manager at Mencap. The Time to Change campaign has launched two films to change public perception that...

  • Public Relations Scholarship In the German Speaking Countries. Botan, Carl // Public Relations Quarterly;Summer93, Vol. 38 Issue 2, p36 

    BMW's Herbert Quandt Foundation of Munich, Germany, set a new standard for corporate foundation support of public relations research when it undertook to sponsor a series of conferences and books. In the last quarter century public relations practice has changed dramatically. Today,...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics