Public Relations and Marketing: Are they two aspects of marketing communication? A reading on the dimensions and levels of overlap
Keywords:
public relations, marketing, marketing communication, integrated marketing communication
Abstract
Public relations is constantly increasing, as the need has increased significantly in recent times, and it has become widely used by many institutions and organizations to improve their image among their external audiences, and at the same time marketing aims to establish relationship with the consumer public, which is part of the general public of public relations, and this by knowing its needs and desires in order to respond to them, and this type of overlap in targeting and objectives has created confusion and ambiguity between the two terms, and this made us wondering, do they really together form two complementary modes of communication within the institutions, and do they form a common balance that should be called marketing communication? Is it known as the basic integrated marketing communication between them and some other communication activities (advertising, promotion, sales enablement, etc.), which together aim to communicate with external audiences and build relationships with them based on the nature of the objectives to be achieved and the situations that the institutions are going through.
References
References
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Rasem El-Gammal M., & Khairat Ayad M. (2005). Public Relations Department (strategic entrance) (1st floor). Cairo, Egypt: The Egyptian Lebanese House.
Shahnaz Matar Al-Agha a. . (2015). The reality of public relations in governmental higher education institutions in the governorates of Gaza from the perspective of employees and ways to develop them (Master's thesis). Al-Aqsa University, Gaza, Palestine.
Ali Muhammad Yaqoub h. A., & Abd Al-Ati Abd Allah M. . (2017). Public relations and its role in increasing public confidence in banking institutions. Administrative Sciences Journal, Refereed Journal, International University of Africa, (01).
Abdel Nasser c. (2006). The Economic Dictionary: The first comprehensive dictionary of all economic terms circulated in the world and their definitions (1 edition). Amman, Jordan: Osama House for Publishing and Distribution, Amman.
Mohammed Mohammed Al-Badi m. (1984). Public relations and the nature of public opinion (1st edition). Jeddah, Saudi Arabia: Dar Al Shorouk.
Al-Shami L., & Jaradat A. a. (2005). Public relations in management. Amman, Jordan: The National Center for Publishing.
Bin Mohammed Al-Qahtani p. a. . (1422). Public relations and overlapping concepts. Al Jazeera, a daily newspaper published by Al Jazeera Corporation for Press, Printing and Publishing, (10488).
was s. (2014). The main concepts in public relations (1st edition). Cairo, Egypt: National Center for Translation.
crying w. (2006). Marketing communications and promotion. Jordan: Dar Al-Hamid for publication and distribution.
kotler, P., & Keller, K. (2009). Marketing Management (13th edition). New Jersey: Pearson one-Prentice Hall.
Vicker A. (2014). Public Relations Manual, a comprehensive scientific reference (1 edition). Cairo, Egypt: Dar Al-Fajr for publication and distribution.
Renthal R. . (2022). What distinguishes public relations from marketing? Eleven Bulletin, (34).
Team A. (2020). Public relations and marketing risks. Al-Affen Bulletin, (31).
Diop A., & El Mostafa S. (2020). Marketing communication. Syrian Arab Republic: From the publications of the Syrian Virtual University.
Publications of the Arab Organization for Administrative Development a. (2010). Public relations and its role in the development of Arab institutions. Cairo, Egypt: Cairo Organization publications.
Sherlook, P. (1992). le Marketing business to business. Paris: Dunod.
Lendrevie, J., & Lindon, D. (1995). Mercator, Theorie and Pratique du Marketing (5th edition). Paris: Dalloz.
Ahmed Sharif Al-Assi Sh. (2006). Promotion and public relations, integrated marketing communications entrance. Alexandria, Egypt: University House.
Falah Al-Zoghbi A. (2010). Marketing Communications (1st Edition). Amman, Jordan: Dar Al Masirah for publication and distribution.
Nizar M. (2010). An introduction to public relations. Syria: International Syrian Academy.
Arab Organization for Administrative Development (2007). Administrative Terms Dictionary. Egypt: Egyptian Book House, Arab Organization for Administrative Development publications.
Marcenac, L., Milon, A., & Henri Sain Michel, S. (1994). Stratégies publicitaires, de l'études mercatique au Choix Des medias. .: Breal editions.
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Sahn Muhammad. F. (1997). Public relations (principles and application). Alexandria, Egypt: University House.
Abu Samra m. (2009). Commercial Advertising Department (1st floor). Amman, Jordan: Osama House for publication and distribution.
Abbas Al-Alaq B., & Muhammad Rabiaa A. (1998). Promotion and advertising. Amman, Jordan: Al-Yazuri Scientific House for publication and distribution.
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Jassim Al-Sumaidaie M., & Abbas Al-Alaq b. (2002). Fundamentals of comprehensive and integrated marketing (1st edition). Amman, Jordan: Dar Al-Manhaj for publication and distribution.
Marc Decaudin, J. (1999). ; la Communication Marketing; Techniques, concepts, strategies (2nd edition). paris: economic.
Pierre Houde, R. (1993). Communication, Dictionnaire analogique de la publicité et des medias. .: aeroles.
flea p. (2004). New functions of public relations in the light of globalization and the information revolution. Presented at the Public Relations Conference in the Light of the Information Revolution, University of Sharjah, United Arab Emirates.
Weigh Salem Al-Janabi m. (2011). Marketing mix strategies and their role in determining Iraqi consumer behavior towards local products (Master's thesis). College of Administration and Economics / Department of Business Administration, University of Karbala, Iraq.
Talaat Mahmoud M. (2002). An introduction to the science of communication. Alexandria, Egypt: Modern University Office, Alexandria.
Azazi Abu Idris m. (1998). Contemporary public relations and management effectiveness. Zagazig, Egypt: Scientific Library.
Awad Al-Juaid B., & Al-Usr Khabrani A. (2020). Measuring and evaluating public relations programs in business incubators and accelerators in Saudi universities. Scientific Journal of Public Relations and Advertising Research, (19).
Chaumely, J., & Huisman, D. (1972). les public relations. paris: Que sais-je?, presse universitaire de France.
Edward Bernays W. (1968). public relations art,. Cairo, Egypt: Dar al-Maarif.
Hussein Samir M. (1996). Public relations. Cairo: World of Books.
El-Gohary M. . (1971). New directions in public relations (1 edition). Egypt: The Anglo-Egyptian Library.
Bushair L. (2014). Marketing communication strategies and their impact on Algerian consumer behavior (PhD thesis). Faculty of Economic Sciences, Commercial Sciences and Management Sciences, University of Algiers 3, Algeria.
Belmadani S., & Touati N. a. (2016). Communication strategy for tourism development in Algeria, a field study of the National Office of Tourism. Matoon Magazine, 8(3).
Mr. Salem u. (2006). Integrated Marketing Communications. Cairo, Egypt: The Arab Nile Group.
Sibai m. (1968). Police Department in the Modern State (M2). Cairo, Egypt: The Arab Company for Printing and Publishing.
Rasem El-Gammal M., & Khairat Ayad M. (2005). Public Relations Department (strategic entrance) (1st floor). Cairo, Egypt: The Egyptian Lebanese House.
Shahnaz Matar Al-Agha a. . (2015). The reality of public relations in governmental higher education institutions in the governorates of Gaza from the perspective of employees and ways to develop them (Master's thesis). Al-Aqsa University, Gaza, Palestine.
Ali Muhammad Yaqoub h. A., & Abd Al-Ati Abd Allah M. . (2017). Public relations and its role in increasing public confidence in banking institutions. Administrative Sciences Journal, Refereed Journal, International University of Africa, (01).
Abdel Nasser c. (2006). The Economic Dictionary: The first comprehensive dictionary of all economic terms circulated in the world and their definitions (1 edition). Amman, Jordan: Osama House for Publishing and Distribution, Amman.
Mohammed Mohammed Al-Badi m. (1984). Public relations and the nature of public opinion (1st edition). Jeddah, Saudi Arabia: Dar Al Shorouk.
Al-Shami L., & Jaradat A. a. (2005). Public relations in management. Amman, Jordan: The National Center for Publishing.
Bin Mohammed Al-Qahtani p. a. . (1422). Public relations and overlapping concepts. Al Jazeera, a daily newspaper published by Al Jazeera Corporation for Press, Printing and Publishing, (10488).
was s. (2014). The main concepts in public relations (1st edition). Cairo, Egypt: National Center for Translation.
crying w. (2006). Marketing communications and promotion. Jordan: Dar Al-Hamid for publication and distribution.
kotler, P., & Keller, K. (2009). Marketing Management (13th edition). New Jersey: Pearson one-Prentice Hall.
Vicker A. (2014). Public Relations Manual, a comprehensive scientific reference (1 edition). Cairo, Egypt: Dar Al-Fajr for publication and distribution.
Renthal R. . (2022). What distinguishes public relations from marketing? Eleven Bulletin, (34).
Team A. (2020). Public relations and marketing risks. Al-Affen Bulletin, (31).
Diop A., & El Mostafa S. (2020). Marketing communication. Syrian Arab Republic: From the publications of the Syrian Virtual University.
Publications of the Arab Organization for Administrative Development a. (2010). Public relations and its role in the development of Arab institutions. Cairo, Egypt: Cairo Organization publications.
Sherlook, P. (1992). le Marketing business to business. Paris: Dunod.
Lendrevie, J., & Lindon, D. (1995). Mercator, Theorie and Pratique du Marketing (5th edition). Paris: Dalloz.
Ahmed Sharif Al-Assi Sh. (2006). Promotion and public relations, integrated marketing communications entrance. Alexandria, Egypt: University House.
Falah Al-Zoghbi A. (2010). Marketing Communications (1st Edition). Amman, Jordan: Dar Al Masirah for publication and distribution.
Nizar M. (2010). An introduction to public relations. Syria: International Syrian Academy.
Arab Organization for Administrative Development (2007). Administrative Terms Dictionary. Egypt: Egyptian Book House, Arab Organization for Administrative Development publications.
Marcenac, L., Milon, A., & Henri Sain Michel, S. (1994). Stratégies publicitaires, de l'études mercatique au Choix Des medias. .: Breal editions.
Bin Fayez Al-Juhani p. (2006). An introduction to public relations and humanity. Riyadh, Saudi Arabia: Naif Arab University for Security Sciences, Center for Studies and Research.
Sahn Muhammad. F. (1997). Public relations (principles and application). Alexandria, Egypt: University House.
Abu Samra m. (2009). Commercial Advertising Department (1st floor). Amman, Jordan: Osama House for publication and distribution.
Abbas Al-Alaq B., & Muhammad Rabiaa A. (1998). Promotion and advertising. Amman, Jordan: Al-Yazuri Scientific House for publication and distribution.
., . (2007). Le petit Larousse illustré. paris: un cahier illustré par Moebins sur le passionatenant voyage des mots.
Jassim Al-Sumaidaie M., & Abbas Al-Alaq b. (2002). Fundamentals of comprehensive and integrated marketing (1st edition). Amman, Jordan: Dar Al-Manhaj for publication and distribution.
Marc Decaudin, J. (1999). ; la Communication Marketing; Techniques, concepts, strategies (2nd edition). paris: economic.
Pierre Houde, R. (1993). Communication, Dictionnaire analogique de la publicité et des medias. .: aeroles.
flea p. (2004). New functions of public relations in the light of globalization and the information revolution. Presented at the Public Relations Conference in the Light of the Information Revolution, University of Sharjah, United Arab Emirates.
Weigh Salem Al-Janabi m. (2011). Marketing mix strategies and their role in determining Iraqi consumer behavior towards local products (Master's thesis). College of Administration and Economics / Department of Business Administration, University of Karbala, Iraq.
Talaat Mahmoud M. (2002). An introduction to the science of communication. Alexandria, Egypt: Modern University Office, Alexandria.
Azazi Abu Idris m. (1998). Contemporary public relations and management effectiveness. Zagazig, Egypt: Scientific Library.
Awad Al-Juaid B., & Al-Usr Khabrani A. (2020). Measuring and evaluating public relations programs in business incubators and accelerators in Saudi universities. Scientific Journal of Public Relations and Advertising Research, (19).
Chaumely, J., & Huisman, D. (1972). les public relations. paris: Que sais-je?, presse universitaire de France.
Edward Bernays W. (1968). public relations art,. Cairo, Egypt: Dar al-Maarif.
Hussein Samir M. (1996). Public relations. Cairo: World of Books.
El-Gohary M. . (1971). New directions in public relations (1 edition). Egypt: The Anglo-Egyptian Library.
Bushair L. (2014). Marketing communication strategies and their impact on Algerian consumer behavior (PhD thesis). Faculty of Economic Sciences, Commercial Sciences and Management Sciences, University of Algiers 3, Algeria.
Belmadani S., & Touati N. a. (2016). Communication strategy for tourism development in Algeria, a field study of the National Office of Tourism. Matoon Magazine, 8(3).
Mr. Salem u. (2006). Integrated Marketing Communications. Cairo, Egypt: The Arab Nile Group.
Published
2023-02-22
How to Cite
bourahla, sliman. (2023). Public Relations and Marketing: Are they two aspects of marketing communication? A reading on the dimensions and levels of overlap. Journal of Science and Knowledge Horizons, 3(1s), 178-215. https://doi.org/10.34118/jskp.v3i1s.3042
Section
Articles
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
