Dispute about Public Relations - Between Social and Marketing Communication

Abstract

Ever since the Kotler's promotion-mix concept based on the most traditional model of four pillars -advertising, public relations, sales promotion and direct sales has become commonly known, PR has been treated as one of many, typically marketing, impact tools. This perception is particularly characteristic for the science of marketing management and publication. Meanwhile, it is often forgotten that public relations is the management of communication, which may be used in marketing communication, however it is a much broader meaningful concept, giving greater perspectives of use. This article refers to defining a place of public relations between two asymmetric areas of communication -social and marketing one. Basing on literature analysis, the authors define key factors differentiating both perspectives, they also evaluate the proposals for introducing new concepts into the media and communication terminology, indicating the distinctiveness of both conceptual categories.Public relations, as well as en bloc communication, is identified by its exceptional interdisciplinary character, deriving from the achievements of at least several scientific disciplines and even a greater number of sub-disciplines. Depending on the context of deliberations on PR, in Polish conditions, the most common is its relationship with two disciplines, although separated and different from each other, but in many areas, however, complementing each other -in the sciences of management and the sciences of the media and social communication. In addition, there are numerous connections with such disciplines as sociology, political sciences, psychology and many others, because the universal nature of interpersonal communication and the wide range of impact that PR strategies and tools result in a diverse spectrum of practical use of public relations' achievements. This is partly due to the fact that PR, as one of the tools used in marketing, is also common in increasingly diverse areas of social activities. Marketing itself is no longer the domain of enterprises and other entities, pursuing mercantile goals and 1

The Condition of the Public Relations Industry in Poland: Current Situation and Threats Related to COVID-19

“…Public relations can also be treated as a separate sector, constituting an important part of the economy, with its specificity and characteristics being different from other sectors. This is most clearly noticeable at the contact point between PR activities and mass media's influence (Gawroński and Jakubowski, 2018). Services in image and media consultancy, implementation of communication strategies, corporate social responsibility, and integrated marketing communication are located at the interface between marketing and the media sector.…”

Model skuteczności reakcji w organizacji czułej na zdarzenia kryzysowe oraz wizerunkowe elementy składowe systemu odpornościowego organizacji. Na podstawie badań przeprowadzonych wśród polskich przedsiębiorców

“…Zarządzanie komunikacją kryzysową zaliczane bywa do obszaru aktywności komunikacyjnych związanych z public relations. Komunikowanie kryzysowe, podobnie jak PR, łączy w sobie sferę zarówno komunikacji społecznej, jak i komunikowania marketingowego (Gawroński & Jakubowski, 2018). O tym, jak bogate instrumentarium oferuje zarządzanie komunikacją kryzysową w obrębie PR, świadczy mnogość projektów badawczych realizowanych w skali całego świata na przestrzeni minionych dziesięcioleci (Avery et al, 2010).…”

Determinants for the Development of the Activity of the Catholic Church in Poland in the Field of Social Communication

“…Its purpose is to exchange thoughts and share knowledge, information and ideas. This process takes place at various levels (McQuail 2010) with the use of various means and produces specific effects (Goban-Klas 2004;Gawro ński and Jakubowski 2018). The authors of this article, having analyzed the literature on the issues discussed, form hypotheses that the basic channels activating the Catholic Church in Poland (in order to undertake greater activity in the field of social communication) include:…”