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The Role and the Influences of PR in the Field of Marketing Communication Process

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According to Grunig and Grunig (1998), it has been apparently observed that PR offers two major benefits to different organizations that include increasing sales and raising business reputation that in turn could lead the organizations towards accomplishing their predetermined business targets to a greater extent. Watson (2011) and Grunig and Grunig (1998) noted that PR cannot be considered as a sales tool; rather, it can be viewed as an extensively effective approach that enables an organization to identify as well as assess the risks and, most importantly, to mitigate any sort of unfavorable situations.

In this similar context, as stated by Grunig and Grunig (1998), the perception of corporate PR is viewed to be an essential method for any organization in terms of dealing with a large number of individuals that comprise stakeholders, investors, suppliers as well as dealers, consumers and the employees involved with the organizations. Grunig & Grunig (1998) identified that PR significantly renders numerous possible opportunities for a specific organization. Firstly, the approach can be treated as a procedural practice that tends to support a broad array of marketing activities.

Secondly, the approach deals with developing various marketing functions that comprise corporate branding, corporate image, brand reputation, market penetration and development practices among others. Thirdly, it can be considered as an effective mechanism that facilitates an organization to fit into the social environments as well as enable it to participate in social and financial enlargement enthusiastically (Grunig & Grunig, 1998). According to Pullen (2009), the notion of Integrated Marketing Communication (IMC) is implemented by the advertising industry that incorporates PR within its overall marketing activities.

In this similar concern, Pullen (2009) noted that the idea of Marketing Public Relations (MPR) is viewed to be a distinctive model for making integrated relations between marketing process and PR. The MPR model significantly prevents the incorporation of PR differentiating it from Corporate Public Relation (CPR).

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