Download Centennial Honors College Western Illinois University Undergraduate Research Day 2012

Centennial Honors College
Western Illinois University
Undergraduate Research Day 2012
Poster Presentation
The Role of Public Relations and Marketing Mix
Assanatou Sow
Faculty Mentor: Mohammad Siddiqi
English and Journalism
The role and functions of public relations are often confused with marketing. They are
confused by the professionals, the lay persons as well as the students. Despite the
similarity between public relations and these functions, none of them are what public
relations encompass. Using the "secondary analysis" method I have thoroughly
analyzed the literature to identify both the theoretical and conceptual framework of both
public relations and marketing. I have also looked at public relations campaigns in
which public relations complimented the marketing objectives. This research adds to the
body of knowledge that clearly identifies the distinct natures of both PR and marketing.
It also explains the areas that are common between PR and marketing and that are
commonly referred to as the "PR and marketing mix."
Hopefully, this work will contribute to the body of literature in this area. My research
seeks to answer the following research questions:
1.)
What is the difference between public relations and marketing?
2.)
What is the significance of "PR and marketing mix?