There was a time, not so long ago, when it seemed as if the advertising industry hardly knew PR existed.
Today, however, as more agencies latch on to the model of "360" or "integrated" communications, that once-common segregation of disciplines is no longer so segregated. But do the benefits of running both PR and advertising practices out of one outfit outweigh the challenges?
To ensure success within a multi-discipline agency, motivation "really needs to come from the top down," says ...