Marketing and public relations – roles, boundaries and relationships

Abstract

U današnjoj, sve složenijoj organizaciji poslovanja postoji određena konfuzija kada se radi o ulogama i granicama koje u kompaniji imaju funkcije marketinga i odnosa s javnošću. Iako je izjednačavanje funkcija odnosa s javnošću i marketinga u poslovnoj praksi dosta često, među stručnjacima za odnose s javnošću postoji konstantna debata o odnosima ove dvije funkcije. S jedne strane se nalaze praktičari koji vrlo često rade kao podrška marketinškoj funkciji organizacije, a s druge strane se (češće) nalaze znanstvenici koji smatraju funkciju odnosa s javnošću potpuno odvojenom od funkcije marketinga. Ubrzanim razvojem odnosa s javnošću i marketinga, obje funkcije igraju sve veću ulogu u određivanju politike poslovanja organizacije. Marketing usmjerava i potiče marketinšku orijentaciju organizacije, dok se odnosi s javnošću nadaju većoj usmjerenosti javno poželjnim ciljevima, pri čemu dvije orijentacije nisu nužno kompatibilne. Preklapanje dvije funkcije i slični zadaci koje imaju, ukazuje na potrebu da se povezanost marketinga i odnosa s javnošću na neki način formalizira.In today\u27s increasingly complex organizations there is certain confusion as to the definitions of roles and borders that marketing and public relations (as functions) hold in a company. Even though, these two roles are in practice often overlapping, there is a constant debate about the relationship of the two functions among public relations experts. On one side there are practitioners that often work as backup of the marketing function in organizations, while on the other side there are scientists that consider public relations completely separate from the marketing function. Increased development of marketing and public relations insures a bigger role for both functions in determining the organizational policies. Marketing directs and induces the marketing orientation of an organization, while public relations hopes for a bigger corporate social responsibility; and those two orientations are not necessarily compatible. The overlap of the two functions as well as relatively similar tasks shows a need for a certain formalized model that would define the relationship between marketing and public relations