There is no question that marketing and public relations are changing.
From the ever-changing (and ever-expanding) selection of channels and formats for communicating with audiences, to the demands of those audiences for instant information, and the way information and opinions can spread like wildfire, corporate communications on all levels will never be the same.
But just how those changes will impact the interaction and intertwining of traditional marketing and public relations roles is not completely clear. Depending on who you ask, PR may be more prominent OR marketing may be the leader. But everyone, at least in this survey of both PR and marketing professionals by the USC Annenberg School for Communication and Journalism, agrees that the two fields will become more closely aligned as the public’s perception of what is “advertising” and what is not blurs.
Aligning PR and marketing actually makes a lot of sense in today’s marketing environment, and it is something we have been doing for a long time. A perfect example is the use of contributed articles to both provide PR staples of thought leadership and brand awareness and marketing opportunities by repurposing material from those articles into lead generating opportunities with business blogs and downloadable offers.
Want to see the guidebook on how to make it work? Download How To Get Your CEO Published for step-by-step instructions.