Should PR and Marketing disciplines should co-exist within one department

2011-05-03T02:35:00.000-07:00

I participate in a number of industry discussion groups and one of them dealt with the issue of whether PR and marketing disciplines should co-exist within one department. In my career I have covered PR and marketing roles individually and covered both roles within the one position. From my own experience and that gained through clients, I have found the most effective communications campaigns are those that are highly integrated, both leveraging and enhancing the other. This creates greater impact and maximises the investment across both. The lines are continuously blurring between PR and marketing now with the continuous evolution of social media, so I believe that it is in the professional communicator’s interest to have a good understanding of both disciplines in order to integrate them in the most efficient ways possible. They both ‘sell’ products, services, or concepts and ideas – they just approach it in different ways. They therefore should support each other and create a consistent overall message. Both are strategic supporting disciplines in their own right that help organisations deliver against their business goals. In summary, the two should always work in synergy and understand the constraints and pressures of the other, but they don’t necessarily need to work together in the one room/floor. From a professional perspective, to provide integrated communications to a client, the mix is totally dependent on what that client needs and the results they want.

clarify communications

Should PR and Marketing disciplines should co-exist within one department