Has PR lost the war to marketing?By Rusty Cawley, APR | ColdCrisis.tv<br />
Has PR lost the war with marketing?<br /><ul><li> ‘64% of PR Professionals See Increasingly Important Role in Marketing Mi...
 My response: ‘When did PR become part of anything called the ‘marketing mix’? (O’Dwyer’s Dec. 2009)
 Brian Solis’ new book ‘Engage,’ March 2010.
 In 2009, Brian Solis advocated PR 2.0.
 In 2010, he advocates ‘unmarketing.’</li></li></ul><li>So … what happened?<br />‘There is the reality of what Public Rela...
When public relations agrees to become part of the ‘marketing mix,’ we sell out our future<br />Marketers are focused on m...
We lose because we fail to position our profession in the CEO’s mind<br />Source: Wikipedia<br />
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Has public relations lost the war?

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Just as social media offer public relations the ability to reassert its dominance within Corporate America, why are we surrendering our advantage to marketing?

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Has public relations lost the war?

  1. 1. Has PR lost the war to marketing?By Rusty Cawley, APR | ColdCrisis.tv<br />
  2. 2. Has PR lost the war with marketing?<br /><ul><li> ‘64% of PR Professionals See Increasingly Important Role in Marketing Mix’ (Vocus Survey, Nov. 2009)
  3. 3. My response: ‘When did PR become part of anything called the ‘marketing mix’? (O’Dwyer’s Dec. 2009)
  4. 4. Brian Solis’ new book ‘Engage,’ March 2010.
  5. 5. In 2009, Brian Solis advocated PR 2.0.
  6. 6. In 2010, he advocates ‘unmarketing.’</li></li></ul><li>So … what happened?<br />‘There is the reality of what Public Relations is and how it's viewed by decision makers at the top. I hit a wall in my mission and I needed to break through it.’ <br />– Brian Solis, March 2010<br />
  7. 7. When public relations agrees to become part of the ‘marketing mix,’ we sell out our future<br />Marketers are focused on moving product, not building relationships.<br />They measure success in terms of financial capital: revenue, profit, return on investment. <br />They are unsuited by training and temperament to manage social capital.<br />The public goes to social media to avoid marketing.<br />
  8. 8. We lose because we fail to position our profession in the CEO’s mind<br />Source: Wikipedia<br />
  9. 9. We have two choices …<br />
  10. 10. PR: The management of social capital<br />PR should frame everything it does in terms of social capital<br /><ul><li>Create it.
  11. 11. Grow it.
  12. 12. Protect it</li></ul>The sum of all of the benefits the organization derives from its relationships<br />
  13. 13. ColdCrisis.tv<br />

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