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.

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