Suchergebnisse

PurposeThe purpose of this paper is to draw the line between public relations and strategic public relations in a simple and understandable language.Design/methodology/approachVarious definitions of both public relations and strategic public relations were cited in the paper and the common terms used in all definitions were outlined. The main discussion was then based on such similarities in order to establish the differences between the two terms. This was done by studying others' research and discussing their findings in a simple language in order to present a reliable literature review to readers and facilitate future research by providing credible references.FindingsThere is a grey line between public relations and strategic public relations; however there are differences between the two. This paper clarifies the differences by referring to genuine definitions of the two terms by experts and their analysis of the terms when it comes to practice, which calls for integration.Research limitations/implicationsThere is limited research conducted in the field of strategic public relations and still many have doubts about its effectiveness. This paper gathered relevant theory and examples from the real business world to suggest integration of public relations with marketing tools with strategic management coupled with generating trust.Practical implicationsSymmetrical communications and realising appropriate timing are important to achieve objectives of strategic pubic relations. There is no magic or formula for this but to think outside the box, allow effective stakeholders' engagement and proactive monitoring of the marketplace to increasingly enhance the chances of success.Originality/valueSuccinct study of strategic public relations and introducing the term SPR, as well as emphasising the integration of appropriate techniques and tools to achieve optimal result.