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The following is a reflection on Spanish undergraduate studies that combine the concepts of marketing and public relations. Sharing origins and often functions and specialists, both concepts have run parallel paths that have merged on multiple occasions. This evolution has been studied from different points of view. Initially, marketing experts included PR techniques as an additional tool to grant it a greater specific instrumental relevance over time. On the other hand, PR scholars have tried to dissociate themselves from marketing in order acquire an independent position within the field of communication. In Spain, these conceptual differences are currently blurred due to the creation of new university degrees and double degrees combining both disciplines. This trend is evidenced within the Spanish university market which, throughout this article, will be compared to other markets, namely the American and the British ones, as a scientific reference for both concepts, and to the Portuguese one, given its geographical proximity. We will reflect on the reasons that have led the Spanish university market to combine both concepts and to offer official studies that include them in their nomenclature, far from the historical tradition in this country, where studies in public relations have been related to the field of communication, while those in marketing have been related to the field of economics. The identification of this trend in the job market of organisational communication professionals poses new challenges to training institutions, especially to universities. [ABSTRACT FROM AUTHOR]

Bloggers are increasingly viewed by public relations practitioners as important influencers within the online media environment, yet research that explores relationships between bloggers and PR practitioners, particularly in the UK, is relatively limited. This paper reports on findings from a small-scale, in depth qualitative study of food blogger-practitioner relationships within the hospitality sector in the UK. The study explored why bloggers write about their restaurant experiences and how they view their relationships with PR professionals; while PR practitioners were questioned about their relationships with bloggers and the influence bloggers are having on PR clients' reputations. In keeping with previous research, this study found that the practitionerblogger relationship is complex. The PR practitioners interviewed within the hospitality sector viewed restaurant review bloggers as highly influential to their clients' reputations and view the relationship as one that is built on mutual interests and trust. However, bloggers do not perceive the relationship in this light and are sceptical of PR practitioners' motives. While bloggers had different motivations for blogging, they shared a common passion for blogging and a drive to provide reliable information and objective advice to their readers. Concerns within the blogging community were highlighted in regard to accepting incentives (free meals) from PR practitioners, and how this can be damaging to bloggers' reputations. While some bloggers claim to resist PR practitioners' attempts to influence their blog content, other bloggers take an active role in building relationships with PR practitioners. It is argued that both parties are engaged in 'identity work' in order to protect their respective identities and practices and that emotion management plays a part in the practitioner-blogger relationship. [ABSTRACT FROM AUTHOR]