The answer? Both.
In order to have a polished, relevant, and successful program, the parties must collaborate, because they each bring something to the table. Much like a marriage, it is a special dynamic that cannot survive nor thrive without both.
PR teams excel at messaging. They are up to speed on industry conversations, who is talking about what, and why people care. They understand that a company should be inserted into those conversations and know who the drivers are—whether they are competitors, media, bloggers, analysts, or other key influencers.
Marketing is sitting on a gold mine. They are the first ones to see new content, whether that’s a new approved customer case study, image, video, or award. They handle website analytics that can detect traffic coming to their website and its source—and those metrics can improve content strategy (but only when shared).