Corporate allies or adversaries: An exploration of the relationship between public relations and marketing among Ghanaian practitioners

ABSTRACT

The research examines the perspectives of Ghanaian public relations and marketing professionals on the relationship between respective professions. Several academic studies were conducted in the 1980s and 1990s to address the apparent friction or turf war between public relations and marketing. The discussion centered on whether public relations should be treated as a separate function or if it should serve as a supplement to marketing. Data was collected from 171 marketing and public relations professionals using the quantitative method. Overall, the findings suggest that despite their cooperation, there is still tension or disagreement between the two professions. The result means that the two functions are likely to have challenges cooperating with each other to achieve organisational objectives, especially, in situations where one is given a higher status than the other in the organisation. Theoretically, more studies need to be conducted from an African viewpoint, including how content marketing is shaping the relationship between the two. The study suggests that more research be done on the subject, particularly from a management standpoint. We believe that the level of cooperation and attitude toward the two professions will be shaped by management’s comprehension of them.

KEYWORDS:

• Public relations
• marketing
• integrated (marketing) communication
• Turf-War
• relationship

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been republished with minor changes. These changes do not impact the academic content of the article.

Additional information

Notes on contributors

Albert Anani-Bossman

Albert Anani-Bossman (PhD) is a lecturer in public relations in the Department of Public Relations, Faculty of Public Relations, Advertising & Marketing, at the Ghana Institute of Journalism. His research area of interest includes PR research & evaluation, Public relations practices, organisational communication, Reputation management, and Crisis Communication.

Samuela Akosua Agyapomaa Obeng

Samuela Akosua Agyapomaa Obeng is a graduate student at the Department of Communication Studies, University of Ghana, Legon.