This thesis starts from the assumption that public relations and marketing are two sides of the same coin in business communication. In an era where communication is ubiquitous, and consumers are informed and demanding, separating these functions can be counterproductive. Instead, the integration of public relations and marketing can create a strong alliance for the successful promotion of an organization, its products, and services. The aim of this paper is to explore the role of public relations in marketing, analyze the similarities and differences between these two disciplines, and examine the integration models that organizations employ to achieve synergistic effects. It will also consider how public relations contribute to crisis management within a marketing context and how technological advancements and the digital era are changing the dynamics of this interaction. Through theoretical concepts, practical examples, and case analyses, this paper will explore key aspects of the role of public relations in marketing and contribute to a better understanding of how these two disciplines collectively shape organizational success in today's business world.