PR has traditionally been tasked with building trust and maintaining a brand’s reputation, while marketing has typically focused on brand management and promotions that contribute to the sales funnel.

Chodor noted that a recent survey that his firm conducted, in partnership with PRWeek, found that are more effective (75%) at showing value to the c-suite. PR, meanwhile, was found more effective only 25% of the time. Meanwhile, 98.2% of PR professional understand the importance of “mastering and applying marketing competencies.” Chodor says this is a clear indication the two organizations need to work more closely.

Chodor noted that in order to do so, these two groups should deliver metrics that the c-suite cares about, establish a unified message, foster sales enablement, and amplify content marketing.
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