Public relations and marketing: Dividing the conceptual domain and operational turf

In January 1989, four national leaders in marketing and public relations met in San Diego to clarify the concepts underlying these two management functions. Colloquium participants agreed that public relations and marketing use the same techniques to build and maintain relationships, but the relationships are different. They conclude that while public relations and marketing must work together to achieve organizational goals, they draw from fundamentally different philosophies to achieve their different missions.