While there are many ways to categorize PR, here, we need to keep in mind that PR has two subjects: Organization and Product. Traditionally, PR has been 'organizational image marketing' and in 1990s, with the trend of IMC(Integrated Marketing Communication) and a popularity of MPR(Marketing PR), PR has been leveraged in product marketing. In reality, normally, marketing PR budget comes out of marketing budget, while corporate PR budget is allocated separately.
In this interview, Jarboe talks about product PR, not corporate PR, and I agree, if it can, it is better to show the value of PR in terms of $. But, PR shouldn't and wouldn't limit itself to only product marketing PR. Rather, in this age where trust becomes an important corporate asset, businesses would require PR to do more of corporate side of activities.
2 comments:
I agree that company PR is becoming increasingly important, but I don't really see the antagonism between company PR and product PR.
Jarboe simply seems to promote measurability in product PR. Does his argument really touch company PR? If the two areas are already divided in company customs, I think they seem to be pretty independent.
I think that product PR can take value in company PR. That's why Jarboe is more focusing in product PR. These days, there are various way of marketing and competition between companies grow in intensity. The product shows competitive power in marketing feild.
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