Public Relations and Marketing: Are they two aspects of marketing communication? A reading on the dimensions and levels of overlap

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.