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Despiteitspotentialstrengths,publicrelationisoftendescribedasamarketingstepchildbecau...
Despite its potential strengths, public relation is often described as a marketing stepchild because of its limited and scattered use. More often than not, public relations department is usually located at corporate headquarters of large or multinational companies. Moreover, the staffs in the public relations department are so busy dealing with various publics-stockholders, employees, legislators, city officials-that public relations programs to support product marketing objectives may be ignored. That is why marketing managers and public relations practitioners do not always communicate smoothly, because public relations practitioners concern more about communications, while marketing managers are usually more interested in how advertising and public relations affected sales and profits.
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