Once upon a time marketing and public relations were seen as the opposite sides of two different coins. Now marketing PR is viewed as a smart combination of communications skills.
When mass media ruled, marketing was all about advertising. You could run an ad in the major local newspaper, a national magazine or TV network and be assured of a huge audience. But those days have vanished with the rise of the Internet.
It takes more nowadays than a clever ad to reach and captivate your target audience. In fact, the key is finding your target audience.
That's where the discipline of marketing is important. Marketers use research techniques to identify and confirm their prime audience, so messages and promotions can be tailored for them.