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There is a fine line between public relations, advertising, and marketing. The lines are indistinct because all three entities sell something are related in some ways. The goals are the same – to influence the perceptions, actions, or behaviours of a group of people. The difference, according to Seitel (2001), is the use of different tactics for achieving their pre-determined goal. Raleigh Pinsky, author of The Zen of Hype: An Insider's Guide to the Publicity Game, offers these easy to understand distinctions: • If you display a sign announcing that the circus is in town, that’s advertising. • If you display the sign on an elephant and parade the animal through town, that’s promotion. • If you planned the elephant’s walk, that’s marketing. • If the eleph