Social media has changed everything, especially for PR and marketing. In the past, the two disciplines knew their roles, performed separate – but complementary – functions and kept out of one another’s way. Public relations would create awareness among consumers and deliver them to marketing channels, where they could be converted into leads and sales.
But that’s before social media. This entirely new way for people and brands to interact is an area that both PR and marketing lay claim to, and justifiably so.
The Shift in Today’s Communications & Marketing Director’ presents the reorganisation of the PR and marketing industry and introduces new roles that advocate a change in approach for organisations adapting to the changing communications landscape.
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