The Role of Public Relations in Marketing Management

A Descriptive Study

Abstract

The topic of public relations has received the attention of researchers, management and marketing scholars, in order to keep pace with the rapid developments in the business framework, which is one of the distinguishing features of departments in the new millennium to achieve their marketing objectives. The research problem is crystallized in the lack of knowledge of corporate management about the role of public relations in public communication, drawing a positive image of the company, and achieving successful marketing objectives. The research aims to raise the attention of corporate management on how it is possible to activate mass communication to achieve a successful marketing process, and the researchers sought to include the current research within a theoretical framework as well as descriptive analysis. The researchers reached a set of recommendations, the most prominent of which is the expansion and deepening of reliance on public relations by the company's management, which effectively contributes to the company obtaining its marketing objectives, as well as that the effect of public relations in the marketing management is a direct effect because the marketing management is a pattern influenced by the management of the public relations system.