A CMO Weighs In On The Marketing/PR Divide


The divide between public relations and marketing began long before the advent of social media. Alan Scott, chief marketing officer of Dow Jones Enterprise Media Group, is keenly aware of the friction between the two, having worked for five years on perfecting a more effective model in his group, which includes the PR function.

“Friction between PR and marketing comes from bad organizational alignment,” says Scott. “If PR and marketing do not report to a common place, there is much more of a chance that you’ll get the budget battles and infighting over who does what work.”

In the near future, as social media continues to transform the communications landscape, Scott believes PR and marketing will cease to exist as distinct entities, to be replaced by a new function around “the new conversational marketplace,” as he calls it.

Some aspects of Scott’s envisioned “new world”:

• Experts abound

• Hyper-segmentation changes marketing and advertising

• Marketing is fundamentally different from what it is now

• Opportunities exist for those who “get it”

• Competitive differentiation and advantage come from whether—and how—you participate in the conversational marketplace

Ultimately, says Scott, the old rules and models will need to be tossed. 




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit with Taste of Tech

prn_ms_175x135_ep

Unlike other conferences, you’ll be immersed in the strategies and tactics that you can apply right away to your work as a communicator. You’ll learn what it takes to compete for attention, engagement and positive brand awareness across an array of social media networks.

Use code “150off” at checkout.

Get $50 off PR News' Digital PR & Social Media Guidebook

DigitalPRSocialMedia_PrintDigital_vol6

This guidebook has one essential purpose: helping you maximize your communications effectiveness in the digital world. The articles in this guidebook produced both by the PR News staff and more than fifty communications industry thought leaders, focus on most every facet of digital PR and social media.

Use code “DIGITAL6” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.