Public Relations (PR) in literature is a communication process focused on building and maintaining positive relationships between an organization and its various public, including customers, investors, employees, media, and the general community. It is often discussed as a crucial component of the promotion mix within marketing. PR differs significantly from advertising in that it primarily seeks "earned media"; favorable coverage generated through news articles, features, and public interest stories, rather than paid placements. The goal is to influence perceptions, build brand equity, and enhance credibility by sharing information that highlights the organization's positive attributes, product launches, social responsibility initiatives, and overall values, thus enhancing the brand image of the organization.
There is an argument about where the PR department should exist within an organization's structure. There is no ideal structure, as it depends on the organization's size, industry, strategic priorities, and the role and power of the marketing department in the organization. Historically, PR might have been integrated under the marketing department if its role in these organizations performed strategically, but if the marketing department is not strong enough that might limit its scope to just promotional activities. However, another argument exists for placing PR at a higher, more strategic level, often reporting directly to the CEO. This elevated position allows PR to act as a separate management function, providing guidance on critical decisions that could impact on the organization's reputation and relationships; it can proactively identify potential issues, manage crises effectively, and ensure that all organizational communications align with its overall vision and values.
I believe that PR should be placed within the marketing department if marketing is strategically responsible for customer relationships, stakeholder engagement, organization-wide branding, and even treats employees internally as ambassadors for the brand image of the organization. This is because when PR is relatively separated from marketing and reports directly to the CEO, this often leads to miscommunication issues and a lack of clarity between its core marketing-related mission as an essential part of promotion mix and the organization’s strategic goals.
Article By Amr H. Abayazeed - June 27, 2025.
There is an argument about where the PR department should exist within an organization's structure. There is no ideal structure, as it depends on the organization's size, industry, strategic priorities, and the role and power of the marketing department in the organization. Historically, PR might have been integrated under the marketing department if its role in these organizations performed strategically, but if the marketing department is not strong enough that might limit its scope to just promotional activities. However, another argument exists for placing PR at a higher, more strategic level, often reporting directly to the CEO. This elevated position allows PR to act as a separate management function, providing guidance on critical decisions that could impact on the organization's reputation and relationships; it can proactively identify potential issues, manage crises effectively, and ensure that all organizational communications align with its overall vision and values.
I believe that PR should be placed within the marketing department if marketing is strategically responsible for customer relationships, stakeholder engagement, organization-wide branding, and even treats employees internally as ambassadors for the brand image of the organization. This is because when PR is relatively separated from marketing and reports directly to the CEO, this often leads to miscommunication issues and a lack of clarity between its core marketing-related mission as an essential part of promotion mix and the organization’s strategic goals.
Article By Amr H. Abayazeed - June 27, 2025.
