Marketing and Public Relations

* Marketing people are increasingly interested in incorporating publicity as a tool within the marketing mix, although this tool has normally been controlled by public relations. * Public relations people are growing increasingly concerned with their company's marketing practices, questioning whether they square with the company's social responsibility. They seek more influence over marketing and more of a counseling and policy-making role. * At the same time, a new corporate function called public affairs has split off from public relations, causing some confusion as to the scope of public relations.