Although there are distinct advantages in consolidating the two functions, as with all changes, there are dangers as well. The major downfall of combining Marketing and PR to leverage off better technology is that when you are not marketing a product directly and instead selling through association, you can create a sense of mistrust amongst consumers. There is a very distinct impact on the authenticity of your messages and the credibility with which they are received. The result – the content creator loses audience trust.
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