Expectations of marketing outcomes from public relations activities are higher than ever. It’s no longer enough to earn media placements, distribute releases and manage a few brand social media profiles. Companies increasingly expect PR to perform with marketing and business impact.
I can’t help but state it bluntly:
PR practitioners and organizations that have not expanded skills to include marketing capabilities are at risk of becoming irrelevant.
The good news is that the leap from PR to Marketing convergence is not that far. A great example is our agency, TopRank Marketing, originally founded as Misukanis & Rodgers Public Relations 14 years ago. Early on we made a very important transition from PR to Digital Marketing that has enabled us to bring the best of both worlds to our client work.