1. Public Relations PR and Marketing
The traditional view of being independent and have the least sophisticated arrangement of marketing and PR activities.
Kotler and Mindak (1978), “Marketing and Public relations,” Journal of Marketing, 42(4), pp

2. Public Relations PR and Marketing
Some overlaps and start to integrate various functions
Kotler and Mindak (1978), “Marketing and Public relations,” Journal of Marketing, 42(4), pp

3. Public Relations PR and Marketing
Marketing public relations represents an opportunity for companies to regain a share of voice in a message-satiated society. It not only delivers a strong share of voice to win share of mind and heart; it also delivers a better, more effective voice in many cases
Kotler and Mindak (1978), “Marketing and Public relations,” Journal of Marketing, 42(4), pp

4. Tools Press Release Feature Stories
Having a file of information that makes for good news stories puts the firm in a position to take advantages of free press coverage
Feature Stories
A firm can invite journalists to do an exclusive story on the firm when there is a particularly noteworthy event
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

5. Tools Company Newsletter Interviews/Press Conference
In-house publications can disseminate positive information about a firm through its employees
Interviews/Press Conference
Interviews and press conference with key executives to reinforce the positive image of the firm
The Morgan Library is the most museum-like library in New York City, and so it was fitting that Amazon's Jeff Bezos (pictured above) took the stage there this morning to announce the latest version of his book antiquifier known as the Kindle. His grand vision, often repeated throughout the hour long presentation, is that Amazon wants to see nothing less than every book ever published available to all Kindle owners in less than 60 seconds. Is the Kindle 2 going to be the device with enough popularity to create such a seismic shift in readers' habits that the world of publishing bends its back to make this happen? Well, maybe. Just maybe. Apparently e-book sales have jumped to 10% of all Amazon book sales in just one year thanks to the first device, after years of staying well below the radar, and now Amazon wants us all to see the writing on the, err, Kindle. I expect word of mouth and adoption to be stronger this time around because the product deserves it.
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western

6. Tools Sponsored Events Publicity
Fund-raising events as well as sponsoring events at the local level or the international level.
Publicity
Positive publicity tends to carry heightened credibility, but it is hard to control what the media chooses to say or report
O’Guinn et al (2009), Advertising & Integrated Brand Promotion, Chapter 20, Mason, Ohio: South Western