In his Webster's New World Dictionary of Media and Communications, lexicographer Richard Weiner defines marketing public relations as "the use of special events, publicity, and other public relations techniques to promote products and services," (term popularized by Thomas L. Harris Highland Park, Illinois).

"Marketing public relations is the use of public relations strategies and techniques to achieve marketing objectives. The purpose of public relations is to gain awareness, stimulate sales, facilitate communication, and build relationships between consumers and companies and brands. The principal functions of MPR are the communication of credible information, the sponsorship of relevant events, and the support of causes that benefit society."

How Public Relations Closes the Credibility Gap

Years ago, Harvard marketing expert Theodore Levitt, author of the classic Marketing Myopia and father of global marketing, pointed out the distinction between the public relations message and the advertising message. He labeled public relations "the credible source," pointing out that when the message is delivered by an objective third party, such as a journalist or broadcaster, the message is delivered more persuasively.