Trends in the integration of marketing and public relations

Stephen Waddington has written this white paper for Vuelio to investigate trends in the integration of marketing and public relations. It’s a debate that’s been ongoing for more than 50 years.

A paper in The Journal of Marketing in 1978 suggested that alignment of the two functions drove better business outcomes. It’s a discussion that will undoubtedly continue for the next 50 years.

We spoke to the leaders of marketing and public relations functions working in agencies and in-house to understand the opportunity for the integration of marketing and public relations.

Download this white paper to learn:

• Why customer needs should lead the discussion, always
• The role of ABM in PR and marketing integration
• The crossovers in community and influencer management
• Why measurement matters, more than ever