An Old Story: Marketing or PR?

For the past 10-15 years, there has been a big merger of PR and Marketing. As this blog is entitled, "Integrated Marketing Communication" has evolved into a strong strategy for those who use it. Of course, there are still those organizations that STILL divide up PR and Marketing functions. They may barely even talk with one another, let alone coordinate efforts.

When I teach my PR class, I tell students about the benefits and trappings of integrating functions. Most of the time it is an advantage. Branding (Marketing) and image managment (PR) are a natural fit. Product launches or advertising can benefit from leveraging the PR side of the equation. Sales driven events often need PR support, as well. Now with the emergence of Web 2.0, blogs, streaming media and RSS feeds serve as both a PR and Marketing tool.

On the negative side, PR credibility and public interest can be watered down by Marketing efforts. So management must be reminded of the delicate nature of integrating functions.

http://adage.com/columns/article?article_id=115531