
To me, this is the strangest, most illogical of the five models. The model describes the merging of Public Relations and Marketing into a single entity. In this model, the two are indistinguishable, at least conceptually. It is difficult to imagine, however, that the outputs of this hybrid would all be as much PR as marketing in nature and vice versa. There are, of course, marketing activities that have PR implications; and PR activities influence business performance so have implications for marketing. Nevertheless, the absolute equalisation of the two seems unfeasible or at least counter-intuitive if we accept the two are different, as older models declare and as certain current applications still suggest is the case.
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