Why PR should be charged with marcomms

It’s time for public relations to take the reins away from marketing communications

There are several reasons why public relations should own marketing communication, commonly referred to as marcomms. Here are a few: its traditional one-way communication is more effective if applied in a two-way manner; communication is conversation and PR knows these ropes best; direct marcomms can be enhanced by thought leadership and narrative powers that are embedded in great PR programs.

But can PR handle the heat? Can it get its head around marketing communication? How come so little work undertaken by PR agencies is in the realm of marketing communication? Why can’t PR get its hands a budget for direct, unmediated communication (social media aside)?

Maybe that’s why marketers are the bankers of the communication industry. Take the money and run. No qualms over helping out with the promotion of fast food, leading to obesity, or encouraging poor people to gamble on slot machines. How do they live with themselves?

Yes, PR folk work with McDonald’s, Pizza Hut, etc. too. Not for me, thank you.

Does PR deserve to be given the big picture budget?