Public Relations and Marketing: Separate Disciplines, Common Goals

In a former life as a PR director for an international digital storage company, Jeni L. Cantley found out what can go wrong when public relations and marketing barrel down
different paths. Collateral produced by the company's marketing team in faraway Germany was so very, well, German. "They came up with something a little too flashy and gaudy for
what would be considered professional in the U.S.," says Cantley, now director of corporate communications for the San Jose-based BackWeb Technologies. "It wasn't consistent with
the image we were trying to communicate on a global level."