Public Relations and Marketing are two areas related to the science of communications, but are they different? I am not sure, and I have often pondered this question. Although it is not clear, I will try to present two academic differences, the first being based on university studies. Public Relations are linked to Communications Studies, Journalism and Audiovisual Science. They are the same science considered in three different paths. In Southern Europe, it is usual to find Universities preparing a unified degree in order to have graduates with more than one specialisation. Furthermore, at the European Space for Higher Education, the major idea is to promote these double degrees. A PR degree gives journalism students the necessary background to understand new corporate strategies such as the organisation of events or the growth of corporate reputation management. On the other hand, Marketing studies are instilled at Economics and Business Schools as principles and practices related to the commerce and the demand (more than the supply) of goods and services. The objective is an understanding of a social process which appeals to consumers’ perceptions and desires. The main tool is market research, an exploratory mechanism systematically gathering, recording and analysing data and information about competitors, customers, the market and consumer trends. This data provides the necessary information to create a business plan, to renew the commercial strategies, to fine-tune current products. Marketing studies highlight the ‘economic’ organisation. So, at University, PR is Communication, and Marketing is Commerce. Double Comm, but different goals.
