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The Handbook of Strategic Public Relations and Integrated Marketing Communications by Clarke Caywood

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CHAPTER 10MARKETING PUBLIC RELATIONS: Cementing the Brand

Patricia T. Whalen, Ph.D., APRPresident, Whalen Communications Group

WHAT IS MARKETING PUBLIC RELATIONS?

In our book A Marketer’s Guide to Public Relations in the Twenty-First Century, Thomas L. Harris and I defined marketing public relations (MPR) as “the use of public relations strategies and tactics to achieve marketing objectives. The purpose of MPR is to gain awareness, stimulate sales, facilitate communication and build relationships between consumers, companies, and brands.”1

Perhaps more important than knowing a simple definition is understanding that MPR is one of the cheapest forms of branding known to man. Al and Laura Ries expressed this sentiment a decade ago in their book ...

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