The organizational relationship between marketing and public relations: exploring paradigmatic viewpoints

The paper outlines the various theoretical perspectives on the relationship between marketing and public relations in organizations. It is shown that conceptualizations of this organizational relationship between marketing and public relations can be traced back to basic paradigmatic viewpoints on social reality: individualism versus structuralism. The purpose of this paper is to provide a template explicating these various perspectives, and in particular the paradigmatic presuppositions underlying the choice for each of these perspectives as a source for further research.