Want Deeper Measurement Insight? Connect PR with Market Research

There’s no mistaking that the chasm between marketing and PR is closing. As marketing and PR work more closely together on campaigns—bridged particularly by shared social and digital media roles—the cooperation between the two functions is improving. However, in the case of sharing market research, there is still an unfortunate disconnect, says David Rockland, partner/CEO of global research at Ketchum. “Sometimes PR pros will be distant from the people responsible for marketing research,” says Rockland. And that puts PR at a disadvantage, because, continues Rockland, if a PR pro can gain access to surveys and other forms of marketing analytics, it can be informative in terms of what works and what doesn’t for a campaign—and equally informative for PR measurement.

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