Abstract:
This dissertation is a qualitative examination into a debatable view of the interaction between public relations and marketing in which one supports the other leading to an interactional outcome. Public relations is different from marketing in several ways.
Their boundaries, however, often overlap, for example, both deal with an organisation’s relationships and employ similar communication tools to reach the
public. Both functions have an ultimate purpose which is ensuring an organisation’s
success and economic survival. Public relations and marketing, however, approach
this task from somewhat different perspectives, or world views. In some instances public relations is seen as a separate entity when compared to marketing.
The study investigates the current trends with the main objective of investigating the
interaction/synergy between the public relations and marketing departments of seven
major companies in the greater Durban area. These companies were interviewed
based on their location and willingness to participate in the study. The seven
companies researched for the purpose of the study were ABI Coke, Toyota, Sentec,
ABSA, Sanlam, Natal Sharks Rugby Union and Lifestyle Communication: Chatsworth Centre.
Description:
Thesis (M.Tech.: Public Relations Management)-Durban University of Technology, 2007.
iv, 165 leaves.
