COMMENT: LETTERS; Time to be grand masters of the game

Roger Haywood’s continuing of the debate about the relationship between public relations and marketing can be best summed up by the analogy of a chess player.

Roger Haywood’s continuing of the debate about the relationship between

public relations and marketing can be best summed up by the analogy of a

chess player.



Public relations, like the individual chess piece, can be used as a

tactical tool in marketing promotion with other marketing disciplines

such as advertising and direct mail, as other chess pieces available for

the player.



However, where public relations goes beyond these other marketing

disciplines is that it is also concerned about the wider context of the

chess player himself; is he or she conducting themselves in an

appropriate way in playing the game etc.



We should aspire, in the grand scheme of things, to be the chess master

rather than merely a minor pawn in other people’s game plan.



Andy Green, managing director, Green Public Relations and Marketing,

Yorkshire





Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

Max Clifford trial jury to reconvene tomorrow after majority verdicts direction

The jury in the trial of celebrity publicist Max Clifford on 11 charges of indecent assault has been sent home for the day after being told by the judge earlier this afternoon that he will now accept majority verdicts.

Labour "fooling themselves" over plans to combat attacks on Miliband

Labour "fooling themselves" over plans to combat attacks on Miliband

Conservative-leaning public affairs experts have questioned the value of Labour's adoption of US-style campaigning tactics in the wake of the opposition hiring election strategist David Axelrod.

PLMR appoints Professor Tim Morris as non-executive director

The vet who helped establish the British Horseracing Authority's anti-doping and animal welfare programme has joined PLMR as a non-executive director.