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How Does Public Relations Contribute to Marketing Communication Efficiency - Research Paper Example

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The discussion of this report focuses on reviewing different kinds of literature concerning the role and the influences of PR in the field of the marketing communication process. Different theories concerning the function of PR in marketing communication are reviewed throughout this discussion. …
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How Does Public Relations Contribute to Marketing Communication Efficiency
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Download file to see previous pages According to various observations from different scholars, it has been identified that PR is regarded as one of the major, effective as well as versatile tools of marketing communication that enables to enhance as well as to develop the efficiency of each marketing activity. It can be executed by taking into concern both internal as well as external business environment of a specific organization (Zerfass & Duhring, 2012; Xifra & Huertas, 2008). Based on the various literature concerning determining the role and the significance of PR in the arena of marketing communication, the paper intends to critically analyse the contribution of public relation to the efficiency of marketing communication. With this concern, the description in this report will further focus on identifying the importance and oversights of conducting PR practices in the segment of marketing communication, especially concerning the events industry. Critical Review of the Literatures The emergence of modern trends that are followed by global organizations has been found to be highly focused on enhancing the capability of the marketing communication through involving an effective PR process. With regard to the notion of marketing communication efficiency, Stroh (2007) revealed that PR is one of the major and widely used approaches for the modern organisations. According to the observation of the study made by Zerfass and Duhring (2012), it has been viewed that both marketing communication and PR simultaneously have been passing through a dramatic and evolutionary growth during the past few decades. Both these aspects have been noted to experience amazing developments in the global business world. PR can be recognized as one of the major independent functions of modern business organizations. The concept of PR, being an element of marketing communication, insists the global organizations should practice different strategies to effectively develop the significant concern of PR in the marketing process (Cochrane & Hazou, 2012).  ...Download file to see next pages Read More
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