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
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
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,