Comments on: Public Relations and Advertising Integration: Get on Board with the Inevitable http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/ Connecting public relations academics and professionals. Managed by Bob Batchelor Fri, 18 May 2012 19:29:39 +0000 http://wordpress.org/?v=2.2.1 By: Maripat Blankenheim http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/#comment-28805 Maripat Blankenheim Tue, 15 Nov 2011 16:49:32 +0000 http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/#comment-28805 As Bill knows, I've also been slow to approve the public relations and advertising merger, primarily because I'm not yet convinced this marriage is inevitable. Dating, yes. A little heavy petting in the backseat, maybe. But not marriage. I think it's still important to maintain the character and reputation of public relations as a critical component of the mix, which also includes marketing and advertising. Losing sight of those distinctions becomes a slippery slope that may eventually degrade the profession and its activities. Denying it's importance in search of greater acceptance is part of that degradation. I bristled at "the baggage of the public relations nomenclature" reference. Let's not become our own worst enemy is this menage a trois with marketing and advertising by losing our professional identity. That's how feminisim got to be a four-letter word. Nonetheless, great discussion of the issues that matter. As Bill knows, I’ve also been slow to approve the public relations and advertising merger, primarily because I’m not yet convinced this marriage is inevitable. Dating, yes. A little heavy petting in the backseat, maybe. But not marriage. I think it’s still important to maintain the character and reputation of public relations as a critical component of the mix, which also includes marketing and advertising. Losing sight of those distinctions becomes a slippery slope that may eventually degrade the profession and its activities. Denying it’s importance in search of greater acceptance is part of that degradation.

I bristled at “the baggage of the public relations nomenclature” reference. Let’s not become our own worst enemy is this menage a trois with marketing and advertising by losing our professional identity. That’s how feminisim got to be a four-letter word.

Nonetheless, great discussion of the issues that matter.

]]> By: Blair Boone http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/#comment-28803 Blair Boone Tue, 15 Nov 2011 13:10:34 +0000 http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/#comment-28803 No surprise I don't have a problem with integration, since I'm a career-long ad guy. As a career-long writer, I also agree completely we're in the content business. I'll demur on the title "marketing," as it's not the most popular moniker among advertising folks, especially creatives. I'll suggest only one thing: when we talk about being in the content business, we need to make clear we are content creators, not content managers. Sure, we manage content as well, but first it has to be created. Messages have to be developed and presented clearly, concisely, accurately and effectively. The ability to create the right message for the right situation is what sets us apart from everyone else. The way to make sure everyone understands and values that unique contribution is to train ourselves and everyone in our business to create those effective messages. No surprise I don’t have a problem with integration, since I’m a career-long ad guy. As a career-long writer, I also agree completely we’re in the content business. I’ll demur on the title “marketing,” as it’s not the most popular moniker among advertising folks, especially creatives.

I’ll suggest only one thing: when we talk about being in the content business, we need to make clear we are content creators, not content managers. Sure, we manage content as well, but first it has to be created. Messages have to be developed and presented clearly, concisely, accurately and effectively.

The ability to create the right message for the right situation is what sets us apart from everyone else.

The way to make sure everyone understands and values that unique contribution is to train ourselves and everyone in our business to create those effective messages.

]]> By: Bill Sledzik http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/#comment-28779 Bill Sledzik Tue, 15 Nov 2011 02:03:38 +0000 http://pr-bridge.com/2011/11/14/public-relations-and-advertising-integration-get-on-board-with-the-inevitable/#comment-28779 Your post captures my thoughts precisely, Bob. But I suspect the gnashing of teeth will continue among the PR purists. It's time to let it go and to unite under one banner. I'm still not crazy about the "marketing" title, but it would appear that's who gets naming rights here. This new model also raises questions about where, within the academy, to place this new strategic communication discipline. I haven't solved that one yet. As you know, I was a longtime opponent of integrated marketing until a few years ago. The explosion of the social web -- combined with data mining and precision message targeting -- makes this more than inevitable. It's fait accompli. Your post captures my thoughts precisely, Bob. But I suspect the gnashing of teeth will continue among the PR purists. It’s time to let it go and to unite under one banner. I’m still not crazy about the “marketing” title, but it would appear that’s who gets naming rights here.

This new model also raises questions about where, within the academy, to place this new strategic communication discipline. I haven’t solved that one yet.

As you know, I was a longtime opponent of integrated marketing until a few years ago. The explosion of the social web — combined with data mining and precision message targeting — makes this more than inevitable. It’s fait accompli.

]]>