Morphing PR into Marketing Organizations: Mako vs. Great White Shark
Public relations is coming up a winner as major advertisers like P&G and American Express continue to slash their TV advertising dollars and look at new ways to reach consumers. “I believe today’s marketing model is broken,” said Jim Stengel, P&G’s chief marketing officer, recently. “Brands that rely too heavily on mainstream media will lose touch.”
But marketing executives who apply the same staffing, management and evaluation practices for public relations as they do for advertising are doomed to frustration, if not downright failure.
Public relations and advertising practices and people are as different as Mako and Great White Sharks; they are both powerful animals but they behave quite differently. Sports fisherman prize the lesser-known Mako Shark, but, like public relations, it can be a tricky little creature. Based on our experience managing both advertising and public relations organizations, here’s what marketing executives need to know to get the most value from public relations.
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