Is Combining PR & Marketing A Good Idea?

About a month ago I ran a poll asking whether PR and Marketing should be combined given the many synergies between the two. Thank you to the 2235 people who voted.

48% voted that the two functions should be combined; 39% were against it on the grounds that their goals are different and the remaining 13% responded with variations of, “it depends”.

These results are markedly different from a similar study I did some ten years ago when the majority favoured keeping the two functions separate. Why the shift?

Traditionally, Marketing and PR operated in their own silos, each with its unique objectives and methodologies. Marketing was all about crafting product-centric campaigns, managing brand perceptions, and promoting products and services to the masses. PR, on the other hand, was focused on conveying broader corporate messages to a diverse audience of stakeholders, including the public, regulators, investors, media, and advocacy groups. It thrived on two-way communication, often reacting to unforeseen challenges, such as product recalls or crises.

But the tides are changing. Today, these once distinct functions are teetering on the brink of a profound transformation, as businesses seek to merge Marketing and PR into a unified force. This convergence aims to consolidate initiatives like advertising, community engagement, investor relations, and branding under a single umbrella.

Step into the job market, and you'll witness the metamorphosis firsthand. Job descriptions for, "Marketing Managers" are evolving to encompass tasks traditionally associated with PR. Conversely, "Communications" roles now involve techniques that were once confined to the Marketing toolkit. The lines are no longer clearly drawn, and the reporting structures have become increasingly complex.

So, what's driving this paradigm shift? There are several compelling reasons:

1. Seamless Messaging: The foremost advantage of merging Marketing and PR lies in the ability to deliver a seamless brand message to the world. No longer will you see the confusion where PR efforts clash with ongoing marketing campaigns. Such debacles can be averted when Marketing and PR operate in harmony.

2. Technological Revolution: Technological advancements have revolutionized the delivery of advertisements and PR messages. Social media, smartphones, tablets, and digitization have fractured audiences, scattering them across a multitude of platforms. Companies now interact with their customers through diverse digital channels, requiring an integrated approach.

3. Shifting Audience Behaviour: Audiences today are agile, discerning, and quick to hop between platforms. This behaviour demands that businesses adapt and meld their Marketing and PR efforts to effectively engage their target demographics.

However, this fusion isn't without its challenges. As Marketing and PR intertwine, they must navigate some treacherous terrain:

1. Authenticity and Credibility: When Marketing leans too heavily on indirect sales and association, it risks eroding consumer trust and authenticity.

2. Sponsored Content: Savvy audiences can easily spot sponsored content, potentially diminishing trust and engagement.

3. Overuse of Channels: Overusing channels for Marketing can lead to audience fatigue, potentially undermining the effectiveness of PR messaging. Repetition to build trust is a common marketing strategy but it can destroy a PR channel. For instance, email marketing requires frequent emails and e – newsletters. In the current market, although a certain level of marketing click throughs can be achieved, most consumers will likely delete, rather than open an opportunity – just examine your open rates to confirm this. There is a fine line between delivery, and over-delivery. Between viral hits and overhyped content. If you overuse these channels for Marketing purposes, you destroy them for PR messages that may be necessary tomorrow.

4. Reacting to the unexpected: Organisations sometimes need to react quickly and decisively, especially when things go wrong. The organisation needs to communicate with media, regulators and consumers, such as when say an aircraft has an emergency landing or when a consumer is hospitalised after eating your product. At times like these, it will never be enough to come up with an advertisement or marketing campaign to address the market situation.

Balancing these concerns is critical, recognising that Marketing and PR, despite their convergence, remain distinct functions with unique objectives. The merger should enhance synergies without diluting the essence of either discipline.

While integration is a growing trend, its extent must be tailored to the specific needs and goals of each organisation.

Navin Pasricha

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