title: Public relations marketing: applying public relations techniques to the marketing mix.
abstract: Public relations plays an important role in the marketing mix. To use public relations effectively, marketers should become more familiar with its function and techniques.
authors.affiliation: Medical Center of Central Massachusetts, Worcester.
authors.forename: R J
authors.initials: RJ
authors.lastname: Ristino
mesh_terms: D003142:Communication; D003365:Costs and Cost Analysis; D004784:Environmental Monitoring; D006801:Humans; D008389:Marketing of Health Services; D011357:Product Line Management; D011641:Public Relations; D014481:United States