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The Big Shift: PR to Marketing

When we speak of immediate results in terms of acquiring traffic in sales, we are not talking about Public Relations. The term known for immediacy in the right outcome of sales is marketing. But, many PR professionals claim that they are a marketing tool, too. I think, the point they are trying to say is that part of their role is marketing. Well, this is what PR industry should be focusing about.

In the business arena, competition gets tougher each day as new and stronger rivals in business are emerging. This is the major problem of most CEOs, they are not into long term effects, but rather, want they would want in their company is to clearly see the good results coming instantly. This is why marketing communications is what’s in mind for businessmen and PR should make itself become more of a marketing tool.

For so many years, PR’s goal is “to take command of all communications functions, including advertising and marketing”. However, it never happened. Normally, Public Relations have to report to marketing. In fact, “marketing and sales people are flooding into PR, taking many of the top spots and enforcing their agendas.”

When it comes to popularity, Public Relations is a stranger, if not, unknown among corporations. “Blue-chip corporate group favors corporate communications.” The second most popular term, and is used mostly as a second term for communications is marketing.

It’s about time that PR professionals realized this truth and eventually strive to be on the same page as their clients want.

As what is said before, businessmen have no time for long-range programs. These programs may only post unsureness of result: It may or may not produce good will for the compnay; and it may or may not win thrid part endorsements.

To realize this point further, CEO’s need immediate effects because crisis in business is out of control and very unpredictable. They are already in crisis of having insufficient sales, and waiting further is not a wise thing to do. Dismiss the promise of “You’ll hate us for the first six months, but love us for the next six months”. Nowadays, playing around the bush is not anymore adhering to CEOs’ want of see results immediately.

Public Relations should shift itself into marketing by focusing and embracing the range of communications that are readily available at present. PR should have to think of new strategies that are centered to building more sales in business at a short period of time. In short, PR “should do more than just say that they are into marketing communications, too” . It is a matter of adapting to the needs. I believe that PR is versatile enough to meet that need. And now that all was said, it’s time for Public Relations to move.


About the Author: Mary Ann Carolyn "Mean" Dalangin-Tordecilla has a natural passion for writing. Since childhood, she spent most of her quiet times writing poetry and short novels. This hobby led her to pursue a writing course in college. During her university years, she has been a Dean’s Lister and has reaped several special awards. These awards include: Best Student Advocacy Award of the Catholic Mass Media Awards (CMMA) of 2003 in the student-group-made commercial titled Beinte Cinco; and Top Ten Notable Thesis in Journalism in her thesis work titled, A Study on the Violence in Disney's Film Adaptations of the Grimms' Tales and its Effect on the Anxiety Level of Children. She also became an active member in various university groups, specifically the media and politics. By 2005, she graduated at the University of Santo Tomas with a degree of AB Journalism.

Aside from being a full-time writer, she also loves beauty and the arts. She appreciates the works of the Impressionist artist Monet and loves to paint landscapes and seascapes. She also loves to do photography of people, where the theme centers on the spirit of realism. Aside from that she simply enjoys life and hangs out mostly on the dance floor or by the beach.

Check out her Online PR and Marketing blog.




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