The accelerative and integrative use of marketing public relations in Cyprus

Public Relations Review 39 (2013) 578–580

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Public Relations Review

Research in Brief

The accelerative and integrative use of marketing public

relations in Cyprus

Ioanna Papasolomoua,1, Philip J. Kitchenb,∗, Anastasios Panopoulos c,2

a School of Business, University of Nicosia, 46 Makedonitissas Avenue, P.O. Box 24005, 1700 Nicosia, Cyprus b ESC Rennes School of Business, Rennes 35000, France c University of Macedonia, Macedonia, Greece

a r t i c l e i n f o

Article history:

Received 1 July 2013

Received in revised form 2 September 2013

Accepted 20 September 2013

Keywords:

Marketing public relations

Promotion

Advertising

Cyprus

a b s t r a c t

This paper concerns the development of marketing public relations (MPR) and its usage,

relevance and significance in Cyprus. By case and interview research, the findings show

movement, toward and emphasis upon MPR which is perceived to be more cost effective

and efficient in achieving campaign objectives.

© 2013 Elsevier Inc. All rights reserved.

1. Introduction

Today’s businesses seek to achieve integrated marketing communications (IMC), often by synthesising advertising and

PR, founded upon market dynamics (Schultz, Patti and Kitchen, 2011). These disciplines are driven by integration and

environmental circumstance in the form of marketing public relations (MPR), which distinguishes the use of PR techniques

in achieving marketing objectives from generalised PR (Harris &Whalen, 2006). MPR is an ‘all encompassing’term integrating

techniques frompublic relations,marketing, advertising andresearch.Harris andWhalen(2006) statedthatMPRis supported

by recognisance of its intrinsic marketing value by businesses and the ability of PR professionals to develop campaigns in

support of marketing. However, MPR remains under-researched despite extant growth.

This paper explores four objectives: Identify ideas underpinning MPR. Enhance understanding of MPR growth. Enhance

understanding of MPR practice; and, develop knowledge as to how MPR is interwoven with advertising and other promo￾tionaltools in integrated campaigns. This is significantin Cyprus where advertising has been impacted by the economic crisis

and customers are mainly SMEs. Many businesses have closed while those still operating have reduced staff, implemented

salary reductions, and seen decreased revenues. Major losers include print and television advertising (MatrixMedia, 2013),

thus forcing media owners and agencies to a series of layoffs and salary cuts.

∗ Corresponding author. Tel.: +33 2 99 45 6801.

E-mail addresses: [email protected] (I. Papasolomou), [email protected] (P.J. Kitchen), [email protected] (A. Panopoulos).

1 Tel.: +357 2 53 81 180.

2 Tel.: +30 23 85 05 52 09.

0363-8111/$ – see front matter © 2013 Elsevier Inc. All rights reserved.

http://dx.doi.org/10.1016/j.pubrev.2013.09.004