Growing importance of marketing comms merits its own special issue

It's a sure sign of the way marketing communications is evolving that this latest iteration of PRWeek is branded The Marketing Issue.

It's a sure sign of the way marketing communications is evolving that this latest iteration of PRWeek is branded The Marketing Issue.

PR has, of course, long been part of the marketing mix on top of its core components of corporate reputation, investor and government relations, crisis communications, employee relations, and CSR.

But the change that persuaded us to devote much of the issue to marketing is the revolution in paid, earned, shared, and owned media (PESO) marketers are now adopting. Instead of producing 30-second ads from which everything else branches off, marketing is primarily a content-production business, with different media and channels used to distribute, disseminate, and stimulate debate around content. The words that define this new world include integration, sharing, community, social, global, real time, risk taking, and viral.

Our special report reflects these aspects through an in-depth focus on retail brand Target via a compelling interview with EVP and CMO Jeff Jones; a deep dive into integration; the new combination of communications and marketing; content, content, content; and the new face of agencies in this super-integrated environment.

Two quotes particularly stood out for me. Mark Addicks, CMO of General Mills, said: “In the last five years, we have made more structural changes to the way we use marketing than in the previous 20.” Target's Jones added: “The value of an earned impression will be more than a paid one. We have to move from campaigns to content.”

We will continue to track this revolution in communications and marketing and get set for a revamped PRWeek starting in March that will further help us achieve this.

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