Back in the day, public relations, advertising and marketing were firmly divided in their respective silos and disciplines. We in public relations were often referred to for real in jest as the “bastard step children” of marketing.
Often we’d sit in an integrated meeting of the disciplines and keep our traps shut until we tossed out a bit of value-added strategy into the mix while our peers across the aisle glared nicely.
Today, the blended nature of marketing has public relations professionals up in arms. Some are balking at the integration of PR so cohesively into marketing. In short, these people are having an identity crisis.
They don’t want to be a marketing smoothie. I get it; nor do I, BUT,the nature of marketing today is quite different than the isolated and unintegrated way we worked in the past (as recently as six years ago).
Marketing in its broadest and most inclusive sense now requires every single communications disciple to integrate and blend while learning others’ expertise. For people in public relations, that’s called hybrid PR. For people in marketing, that’s called integrated marketing – the blended whole.
If you don’t do either or both, you die. Purely and simply, you become antiquated.Read More →