The idea of integrated marketing is nothing new. But in reality, campaigns touted under that moniker often have a PR firm working one angle while an ad agency takes a different message to the consumer altogether. Enlisting a PR and ad agency to work for the same client on the same campaign doesn't necessarily create an integrated marketing strategy.
The monitoring company VMS, which draws its client base from both the PR and advertising sectors, has launched a blog to serve as a bridge between the two.
Gary Getto, a veteran PR measurement exec who joined VMS when it acquired PRTrak in 2005, is slated to be the blog's primary author with plans for guest bloggers from the PR and ad sectors down the line.
VMS has taken on integrating the minds of the ad and PR sectors as a kind of mantra as it looks to the future of its business. The company believes that too many companies see the two practices as separate entities leading to confusing messages for consumers or stakeholders. As Getto said: "While alignment of PR and advertising creates synergy, misalignment and conflict can devalue investment and reduce effectiveness.”
So not only are misguided marketers sending mixed messages, they are wasting money, as well.