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PR Or Marketing: What Do More Relational Organizations Look Like?
By: Doug Bedell
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Marketing is becoming more relationship oriented, but under whose lead will that occur — Marketing or PR? This key question is raised by MaryLee Sachs as a "conversation" on the Institute for Public Relations website. It comes down to, who owns PR? Can you think of a more seminal question for the profession?

"Certainly the growth of social media and the necessary skills to navigate two-way communication have given PR an edge over more traditional 'push', one-way marketing approaches," MaryLee writes. "And as reputation, credibility, authenticity, and transparency have become more important to consumers, PR has emerged as a key element of the marketing mix."

The thing is, marketing executives are catching on to all this. "According to Forrester research," MaryLee notes, "a staggering 75 percent of marketers plan to re-organize their function by the end of 2011. Will the relational core of organizations be found in marketing or PR? "Why can't CCOs (Chief Communication Officers) become the CMOs (Chief Marketing Officers) themselves?" MaryLee Sachs asks.

These are seminal questions. MaryLee's post is a prompt toward thinking hard about them.

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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