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.

Spam is another way to harm your market. In the past, it was one of the easier ways to expand your reach. In the current market, such an act is seen as dated and annoying. There is a fine line between delivery, and over-delivery. If you overuse these channels for Marketing purposes, you destroy them for PR messages that may be necessary tomorrow. What PR and Marketing need to do is either retain separate channels, or find a balance in content creation.

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