PR in the marketing mix

Susanna Simpson

In this article Susanna Simpson outlines the reason why PR is often misrepresented. A major problem is related to the fact that PR has only one trade magazine to communicate compared with other marketing areas, even the mainstream marketing magazines seldom carry PR stories.

PR In The Marketing Mix

Susanna SimpsonLimelight PR

Public Relations can be an under valued and misunderstood discipline that all too often, in my opinion, does not get its well-deserved seat at the top table. So why is this? After all, according to the Institute of Public Relations (IPR) it 'is the planned and sustained effort to establish and maintain good will and understanding between an organisation and its public'. In simpler terms, it would be easier to say that PR is the total management of reputation. Note the word total: surely that means PR should encompass or at...

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