of the mix
To be relevant in today’s PR environment, you need to start thinking
through the entire customer journey across all channels
by Steve Radick
For years, marketing, advertis- ing and public relations pro- fessionals fought over budgets, scopes of work, ownership and
talent. It was an inefficient yet accepted
dance at organizations of all shapes and
sizes. There were paid media and there
were earned media—and for the most
part, everyone understood their role.
If only things were still this easy.
Today in PR, we have job titles like
search engine marketing (SEM) man-
ager, search engine optimization (SEO)
analyst, digital analyst, community