Happy PR/Marketing Union: CMOs Say Full Integration Is Key Driver

Like their communications counterparts, marketing leaders have been forced by a lackluster economy to do more with less, lend more support to sales initiatives and sharpen their focus on the bottom line. And because PR is often part of the marketing function, with the communications head sometimes reporting to the chief marketer, as marketing goes, so does PR. In Part 1 of our PR/Marketing series (PRN 05/03/10), PR News looked at the complex and sometimes contentious relationship between the two functions from the point of view of PR executives. The general consensus among those executives was that while the PR/marketing relationship had been strained in the past, the trend toward “integrated communications” was relieving the tension. Now, in Part 2 of the series, we take a look at the issue from the perspective of the chief marketer.

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