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Download Centennial Honors College Western Illinois University Undergraduate Research Day 2012
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Transcript
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?
