One of the hot topics amongst the public relations world this year will gain even more momentum into 2014: convergence of digital marketing and PR. More PR organizations are being held accountable beyond media placements including leads, sales and customer acquisition. At the same time, marketing organizations are starved for creative messaging and amplification with their content.
For some PR agencies and departments within companies, the drive towards marketing and PR integration is a substantial and uncomfortable shift. Marketers often think of PR simply as the people who you call only once you want to promote something to the media. For PR, marketing can seem like a content machine generating a spew of information, often of nominal value or newsworthiness.