Branding and the Role of Public Relations: A Bottom-Dollar Proposition
http://www.iabc.com/cwb/archive/2004/0904/bottomdollar.htm

Gelfand, Julie Gross
Communication World Bulletin
2004

Abstract:

It used to be that advertising was king. If you had a product or service you needed to sell, you went to an advertising agency and developed an advertising campaign to get your item to the public. Then marketing joined the fray, and advertising became an extension of other things you were doing to market yourself, like trade shows or mailings. Eventually branding assumed center stage. Now everything you did to promote, market or sell your product or service, your company or even yourself emanated from the branding mandate. As it should be! The critical importance of strategically focused, consistently delivered messaging cannot be overstated.