CAREERS: Comment - Marketers and PRs could learn a lot together

Having recently moved from public relations to marketing, I now realise that there isn’t much philosophical difference between the two.

Having recently moved from public relations to marketing, I now

realise that there isn’t much philosophical difference between the


Certainly not as much as some marketers would have you believe.

If you have an understanding of your audience and a good strategy to

work with, the only real differences are the amount of time and money

available. In almost every case, the marketer has far less time and far

more money than the PR manager.

It’s important not to over-simplify, but for a marketer it is essential

that they secure a guaranteed marketing activity in a set time


Meanwhile, a PR person has to do the best they can to secure any

activity proposed in the plan.

But in both disciplines, keeping to strategy is paramount. The marketing

department pays a premium for guarantees, while the PR people


This difference in style is reflected in the difference in budgets.

I know many PR operators who could produce amazing results given

marketing-style budgets. But a lot of marketers could benefit from the

negotiating skills frequently shown in PR.

Alan Welsman is director of marketing for Sony Computer Entertainment.


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