Public Relations as a Marketing Strategy

Abstract

This thesis work focuses on Public Relations (PR) role in Marketing strategy as a tool to build and strengthen company brand image. Moreover, the thesis also distinguishes the difference between a Finnish PR company (Jolly Dragon) and a Vietnamese PR company (Unilever) in organizing firm’s structure and task allocation. Qualitative research method is suitable for this topic since the relevant information and data analysis is mainly based on textbooks, companies’ papers, and interviews with the management. The thesis reveals the important role of PR and how PR can fulfill customer demand as well as manage to affect public awareness through modern methods which have emerged lately due to advances in technology.