Publication Date


Document Type


First Advisor

Smith, L. George (Lloyd George), 1930-||Hendrickson, William J.

Degree Name

M.S. (Master of Science)

Legacy Department

Department of Marketing


Marketing; Public relations


Managers are becoming increasingly aware of the necessity of gaining support and cooperation of individuals and groups involved directly or indirectly in business operations, and the methods of acquiring support and cooperation are becoming increasingly effective. The specific value of public relations activities to marketing lies in its contributions to the task of obtaining the cooperation of all persons who influence the sale of an organization's goods and services. I. THE PROBLEM AND METHOD OF PROCEDURE The problem basic to the investigation involves an analysis of basic public relations concepts and their relationship to marketing policies having implications for consumer and distributor publics. The basic purpose of the study is to enhance an understanding of the relationship public relations concepts have to marketing policies with special implications for consumer and distributor publics. The major procedural steps Involved in this library research study included the collection, recording, processing, and interpretating the data, General and specific public relations resource materials were analyzed, and definitional and relational public relations concepts and managerial guidelines were Identified and recorded on note cards. The analysis of basic marketing sources resulted in an identification of marketing policies which were then divided into those relating to general marketing, marketing research, and each of the elements of the marketing mix respectively, and recorded on note cards. Each marketing policy was examined individually by reflecting between the policy and the identified public relations concepts and managerial guidelines, and relationships, both implicit and explicit, were determined. After the reflective thought process had been completed, existing relationships between the public relations concepts and the marketing policies were classified according to the marketing policy divisions. Using the findings of the study as a basis, generalizations were drawn. II. FINDINGS AND GENERALIZATIONS An analysis of the general and specific public relations data resulted in the identification of thirty-six definitional and thirty-seven relational public relations concepts. Seventy- five managerial guidelines inferred from the general and specific definitional and relational concepts were also identified. Marketing policy areas and sub-areas were set forth and the following observations were made on the relationship of public relations concepts and managerial guidelines to the marketing policies. 1. Of the thirty-six total general and specific public relations concepts involved in the investigation, the relationship seems to be all-pervasive in nature between marketing policies and the following eight public relations concepts. Attitudes, Communication, Human motivation, Opinion, Public opinion, Public relations, Publics, Research. 2. In formulating policies in marketing, management should give consideration to public relations implications. 3. The value of information provided by public relations research or public relations directed research is pertinent to all marketing policies. 4. Special public relations activities provide a means for improving communications between management and the consumer and distributor publics. 5. A public relations oriented approach to marketing policy formulation tends to be consistent with a socially responsible management philosophy and with socially responsible business practice. It can be concluded that public relations activities are important for management decision-making involved in the formulation of marketing policies.


Includes bibliographical references.


176 pages




Northern Illinois University

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