Confusion about the respective roles of public relations and marketing is very common. There are certain specific areas like concumer and dealer relations where both these functions overlap. Besides, both marketing and public relations make use of communication to pursue their goal.

From a marketing side public relations is part of a promotional element in the marketing mix and an aid to customer relations. It forms a component in the total marketing and is clubbed together with advertising and sales promotion.Public relations is however more than mere communication. In a world of growing complexities it is not enough if the products merely meet the needs and desires of the customers. Each product today has several other competing brand names giving the customer a much wider choice. A customer also con ciders the policies of the company and the other factors that go into making their reputation.

By building important relations and contributing to the central relationship with the customers, public relations can help to develop a soocial environment in which marketing can be more effective.. The better the companys reputation, the better is its chance of getting a first favourable hearing of a product and not to mention the early adaptation of the product as well.

Public relations offers marketing a more economic way of reaching millions of people. Public relations provides information and technique which support marketing efforts.It is concerned with creating a favourable climate for marketing. It can help maintain good relations with dealers, organise product publicity and give out information to trade and industry. Introduction of new products and campaigns to put fresh life into the sales of established products are important functions.

The buyers today look into the company and also what  goes into the making of the corporate reputation.The scope of public relations is much broader and goes across all corporate functions and encompasses the total organisation in all of its relationship with the society. Marketing is external while public relations is almost equally concerned with internal and external groups. However it is important not to confuse publicity or even identify publicity with the aspect of public relation.