Public Relation as an Essential Marketing Tool in Attracting and Retaining Membership in Non-governmental Organizations

Abstract

Public Relation has been identified as a critical element and factor in marketing. It remains a germane tool in the integrated marketing communication or marketing mix phenomenon in the promotion of goods and services and ideas. Until in recent times, Public Relation (PR) has remained in the corporate cell of most companies distinctly and separated from marketing communications thereby limiting the integrative demands for both Public Relations and Marketing to find a complete common ground to leverage from the unique but common objectives of the imperatives of their mission, activities and roles in a given organization. In recent years that ‘Berlin wall' or border line has given way in practices in most organization leading to a more effective collaborative synergy particularly in the cooperate goals and management of today's organizations particularly in the areas of marketing promotion as the linkage of both PR and Marketing has become so imperative Succinctly due to the strategic role of Public Relation, the PR function is directly linked and reports to the Chief Executive of the organization within the context of the company's environment while Marketing remains a very integral part and activity of an organization.