We haven't had time yet to read Weber Shandwick's new report on what it sees as the convergence of public relations and marketing, but we intend to. The idea of PR becoming equated with marketing, if that's what "convergence" would yield, likely sends shivers through practitioners who understand the complexities of effective communication, not simply selling.
Weber Shandwick says its report, "Convergence Ahead: The Integration of Communications and Marketing," is based on "in-depth telephone interviews with chief communications and marketing officers (CCMOs or CMCOs) responsible for integrating the communications and marketing roles for their organizations. The findings reveal some of the drivers behind the decision to converge, such as the ever-changing and increasingly complex media environment, the explosion of social and digital technologies, and the growing fusion between brand and corporate reputation. The research also descirbes the upsides and downsides of convertence and the various structures that emerge."
Sounds like worthy, if unfortunate, weekend reading.
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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