Marketing public relations {MPR)

Abstract

This article addresses the Marketing Public Relations (MPR) concept, whose emergencecan partly be ascribed to the continuous debate regarding the respective boundariesof both the fields of public relations and marketing. The article first explains thenature of the debate and then explores the emergence and some theory of MPR. It alsoargues the position of MPR in the organisation and finally contemplates its future.This article in particular debates the current apprehension that MPR is merely productpublicity or mostly adds credibility to an organisation's product advertising efforts. Itargues that MPR can achieve much more in the organisation than scholars and theoristscurrently address, especially with regard to the establishment of long-term customerrelationships and trust.