The survey, which polled 966 PR and marketing professionals, found 43% of PR professionals feel they should own social media, while 34% of marketers make the same claim.
Indeed, while both PR and marketing departments are more formalized in working together, "turf battles" are still evident and remain the single largest barrier to integration for 34% of survey respondents.
A move toward increased measurement processes has alleviated this to some extent, with 48% citing sales and ROI as the single most important factor in measuring the results of an integrated communications strategy.
“If anything is pushing integration between PR and marketing, it is metrics," said Jeremy Porter, joint author of the survey and director of marketing for Definition 6. "The more you measure, means the more you have to work with.”
The results also revealed that 78% of marketing and PR professionals report to the same boss. Of this group 77% work together to create a common communications strategy but 67% say they only "sometimes" hold cross-functional meetings.
Frank Strong, director of PR for Vocus and joint author of the survey, said, “We are starting to see integration at a formal level but there is still an issue at execution where there can be a disconnect."