Is PR More Aligned With Marketing Than It Used To Be

Today I read an article by B2B Marketing on the connection between marketing and public relations nowadays. The results revealed in the B2B PR Agencies Repot 2015, suggest that 96 per cent of PR agencies think ‘PR is more mixed in with marketing than it used to be’ as the result of rapid digitisation. Moreover, 74 per cent said that nowadays ‘PR agencies are competing with marketing agencies much more.’ In this post I will attempt to analyse these results and explain why the border between marketing and PR is fading and will become even more blurred in the future.

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Originally, public relations (PR) is part of the marketing communications mix. However, PR evolved a lot by itself and became a whole new discipline. While marketing is more associated with sales, PR is focusing on communicating and building relationship with its various publics. At the end of the day, both marketing and PR aim to increase profit, but where the real difference comes from is in the means they use to achieve it. 

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Nowadays, things are completely different than they used to be, say about 5 years ago. This is when I started my first year at university and what I remember is social media was still at its dawn, marketing was all about sales and profit, and PR was mainly associated with press releases and the traditional media. During these years we have witnessed the dramatic changes PR and marketing have gone through, and their transition from traditional to digital. Originally, social media was rather associated as part of PR than marketing since it’s all about media and communication. But soon marketers also started seeing the huge potential social media has, and the opportunities it provides. And this is how the border started fading away.

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These days every business, as well as practitioner from any industry that pretends to be successful, is supposed to have well developed social profiles. A website, Twitter, LinkedIn and Facebook profiles are a must. Digital marketing, content marketing, visual marketing, infographics, etc. are all innovative means of reaching the customer who has become much smarter and informed than they used to be. Technology and digital media are the things that are uniting marketing and PR nowadays and they are likely to make them bond with each other even more.

Lidiya Kirilova

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