PR and Marketing: Convergence?

Kotler and Mindak (1978 – take note of that date) recognised five main models that describe how companies operate their Public Relations and Marketing departments. (You could also interpret these models as indicative of how a company’s structuring reveals its management’s perceptions of the two functions’ relative importance, similarity, and relatedness of the requisite skill sets).

When discussing these structures, I prefer to use these terms:

Apart (A);

Bits Overlap (B);

C-Mark (C);

D-Pub (D);

Equals (E).

In the articles that follow, I discuss each of these.