First cousin, twice removed
No matter how many times my dad tried to explain the concept of twice-removed cousins, I never quite got it (sorry dad). However, when I think about the relationship between PR, Marketing, and Advertising, it just seems to fit. PR seems to be the cousin that’s twice removed from Advertising in most organizations. But it still doesn’t seem to make much business sense.
Wouldn’t it be more strategic if PR, Marketing and Advertising acted as one cohesive unit? Right now it seems one rarely talks to the other, unless they happen to bump into each other in the hallway.
For example, if CompanyX has identified it really needs to be in the National Post to reach its demographic, the more cost-effective route of PR could lead the charge for coverage, and if that fails, Advertising could then kick-in for guaranteed coverage.
On a larger scale this can be done by combining real-time PR data and Advertising data, mapped out by date and publication. Advertising is already responsible for providing this type of information, so what we really need is to have PR step up to the plate with readily available statistics on its successes and failures.
I realize that there is a place for both Advertising and PR at the same time, but I really believe organizations would be much better off if each department knew what the other was up to. We’re already seeing more and more organizations create marcomms groups…hopefully we’re not too far off from admarcomms (perhaps we need a better name than that!).
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