As both functions require different skill sets, have different tools and vie for different audiences, what is driving the consolidation of Marketing and PR into one?

Firstly, there is the obvious advantage of having a seamless message when going to market. Working in silos often led to disasters because ‘smooth’ messaging was not available. For instance, when the recall of some Toyota brands was going on a few years ago because of brake problems; the Toyota PR machine was working in overdrive explaining the problems and the recall; but unknown to them, the recalled models were still being advertised on TV in some countries. Perhaps that would have been avoided if the Marketing and PR machines were one and the same and did not operate in silos.

Cost saving is another aspect – the consolidation of Marketing and PR certainly has staff cost implications, particularly at the higher, more expensive end of the management structure.

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