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Title: ‘‘A rose is a rose : PR is PR and Marketing is Marketing : or is it?’’
Authors: van der Merwe, J
Venter, BP
Issue Date: 2008
Publisher: JUTA
Series/Report no.: JBMD;
Abstract: Public relations is often hailed as a profession that has had a meteoric rise in profile and stature over the last few years, while textbook writers have joined in the celebrations. But do public relations professionals really know what value they can add to emergent African economies? Are they not perhaps too busy trying to impress everyone with the latest revelation that there has been a shift towards public relations as a cost-effective image building and reputation management tool, as opposed to advertising which has become prohibitively expensive, whilst advertising budgets are globally cut? Do public relations practitioners really understand their role? William Shakepeare, in Romeo and Juliet, poses the question: ‘‘What’s in a name? That which we call a rose/By any other name would smell as sweet’’. While public relations practitioners and, particularly, those who are more academically inclined, debate the name issue whether their occupation should be called ‘‘corporate relations’’, ‘‘public affairs’’ or ‘‘corporate communication’’ with flair and panache, an even bigger debate remains unresolved. This is the issue of the relationship between public relations and marketing. While not wanting to simplify these moments of confusion that some public relations practitioners may experience by limiting it to the public relations/marketing debacle only, it is also pointed out in this paper that much has been written (and said) regarding public relations’ relationship with management, communication and advertising too. However, this paper deals exclusively with the juxtapositioning of public relations and marketing within the South African context.
ISSN: 2070-0156
Appears in Collections:BUS - Journal of Business and Management Dynamics (JBMD)

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