While marketers have traditionally been engaged in one-way communication with prospects and customers with an eye primarily on branding and revenue generation, PR professionals were involved in more of a dialogue with stakeholders such as the media and investors, building and safeguarding the company’s corporate reputation. The Web is increasingly blurring these distinctions.
In their excellent bookDigital Strategies for Powerful Corporate Communications, Paul Argenti and Courtney Barnes point out that “developing a valued brand and sustaining a strong corporate reputation is increasingly becoming a joint effort between marketing and communications executives.” Increasingly, companies restructure reporting relationships to facilitate between the marketing and communications functions, and this cooperation is often referred to as integrated marketing communications.
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