The debate flourishes: Is PR part of marketing or management? Should PR have a seat at the table? Does PR participate fully in setting strategy? Why can't PR initiate the big idea and advertising follow suit? Who is winning this turf war?
Thanks to integrated marketing communications (IMC), today's turf war should not concern PR pros. IMC is not contending for the spotlight with PR. Indeed, IMC helps PR pros establish their importance now more than ever. If anything, IMC ...