Does the source really matter?
Tuesday, July 20, 2010 |
For years, marketing and public relations functions have been separated in companies. These silos rarely talk to each other, yet both are talking to the customer. Does this make sense?
Enter social media – the new darling of the internet, which both marketing and public relations want to claim as their own. Advertising agencies and PR firms are scrambling to add expertise to offer this juicy vehicle to their respective clients. And still, marketing and public relations divisions in organizations barely talk.
The situation is ripe for change. After all, each is reaching out to the same demographic, one presumes with aligned messages, although that is dependent on whether direction is provided at the top. As each reaches out through Twitter and Facebook, the dialogue gets noisy.
I think we’re going to see a merger of marketing, public relations and social media into a new industry that embraces all methods of connecting to customers. Social, traditional and earned media are really achieving the same things, albeit through different means.
In the end, is it the means that matters, or the results? I would argue that results trump all, and the fight over who is responsible for what will become moot. What are your thoughts?
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