Changes in technology have shifted priorities
Public relations and marketing have always served similar functions, but in decidedly different arenas. In their evolutions, though, the two disciplines have grown increasingly closer, resulting in some organizations naming one person to hold both CMO and CCO roles. One example is American Airline’s Roger Frizzell, who spoke on the subject in an AdAge interview. A quote:
American’s Mr. Frizzell said the airline’s decision to bring both functions under one person was based on the idea that communications don’t happen in a vacuum. He said the integration of the two, whether forced or natural, is happening for every marketer and it’s due mainly to the advent and acceptance of social media and heightened social consciousness of Americans on environmental, governance and diversity issues. “When you’re talking corporate reputation now you’re talking marketing,” Mr. Frizzell said. “As advertising budgets shrink and the economy gets tighter, you have to rethink your ad spend and PR can maximize that ad spend. In some cases it should compliment creative work and replace it in others.”
Having a strong reputation means that much of your customer base is drawn in by word of mouth, as opposed to risking your dollars on an advertising campaign that may or may not catch the public’s attention.
This is encouraged even further by social media, because word of mouth no longer means a chain of one to one communication. The comments of a single happy customer can reach the eyes of thousands, instantly producing a reputation boost.
The BCM Blogging Team
https://www.bernsteincrisismanagement.com/