Each of these tools provide top executives with important information used to raise awareness and shape opinion. Keeping long-term customers is important to gain new customers. Long-term customers spread opinions by word of mouth faster than public relations can reach some publics. Having a relationship with every customer, old or new, is important to public relations. In this way, two-way communication revoluntionized the practice of public relations.
Marketing also conducts research useful to public relations and visa-versa.
Although the differences between marketing and public relations are severe, marketing and public relations do work together. First, let's define marketing. Now let's look at the textbook definition of public relations. Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics whom its success or failure depends. While marketing is concerned with basic human needs and wants, public relations practitioners are interested in the best way to communicate with specific groups called priority publics.