Dangerous liaison or perfect match? Public relations and social marketing

This paper considers a possible match between public relations and social marketing. it positions interchanges between the two as the strongest and most desirable partnership possibility for public relations with any aspect of the overall field of marketing. Working from definitions of social marketing as a profession and academic discipline, it reviews approaches, including textbooks, from the two disciplines in order to compare and contrast their strengths and weaknesses, to examine their perceptions of each other, and to identify the opportunities and challenges that social marketing represents for public relations. The paper also looks at what social marketing might learn from public relations. It concludes that public relations should look at improving the relationship as a matter of urgency in order to augment professional practices: to open up employment opportunities in an expanding market for social marketing expertise; and to improve the social reputation of public relations. (C) 2008 Elsevier Inc. All rights reserved.