Original Articles: PDF OnlyPublic relations marketing: Applying public relations techniques to the marketing mixRistino, Robert J. Author Information Vice-President of Public Relations for The Medical Center of Central Massachusetts, Worcester, Massachusetts, lie is a doctoral candidate in mass communications at the University of Massachusetts, Amherst, Massachusetts Health Care Management Review: Spring 1989 - Volume 14 - Issue 2 - p 79-85 Buy 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. © 1989 Aspen Publishers, Inc.
