The debate between Marketing and Public Relations (PR) being different functions with the ensuing corporate battles of these two disciplines still exist.
The focus on perceiving these as separate functions and the need thereof to operate separately affects effectiveness and efficiency at the workplace.
While many argue for separate operations for Marketing and PR, some argue the best way forward to maximize efforts of these disciplines is through collaboration.
Director, Marketing and Corporate Relations for Absa Bank, Nana Essilfuah Tamakloe, champions collaboration between Public Relations (PR) and Marketing as she argues this yields the greatest results for organizations.
From the business perspective, she insists a conflict does not exist between Marketing and PR.
“The focus of the organization and all efforts is on one person, and that is the customer. The objectives of both Marketing and PR is to attract, maintain customers and also shape their minds.
So for me there isn’t a conflict between these two disciplines. They have to be integrated,” she stated.
Speaking as a panel member at the World PR Day Festival organized by Global Media Alliance (GMA) on the theme; ‘Harnessing The Power Of Public Relations’, she stated emphatically that commercial institutions cannot survive if these disciplines are not integrated.
Practitioners around the world are dedicating July 16, every year, to the recognition and celebration of public relations and communications, and building a unified global agenda towards making the world understand and utilize PR better.
Traditionally, Marketing aims at promoting products and services, whiles PR manages the reputation of the organization. Ultimately, both disciplines focus on telling stories to promote products and services, and to increase market share.
“So, if these two disciplines are not integrated to enhance understanding and promote the brand, then there’s bound to be conflict. That is why we call it a Marketing and Communication plan, and that’s what we have to focus on to avoid conflicts,” she highlighted.
With high levels of integration between both disciplines, PR professionals will clearly understand products and services, and tell stories effectively and efficiently when crises arise.
By: Joel Sanco
