The fragmented world of social media encourages brands to develop a global strategy with a more unified approach to attain direct access to consumers. However, the emerging practices of PR 2.0 and content marketing have struggled to share new social channels and methods of engagement, creating confusion between the two disciplines of communications and marketing.
Resolving these issues is the topic of a white paper released today by Kantar Media. ‘The Shift in Today’s Communications & Marketing Director’ presents the reorganisation of the PR and marketing industry and introduces new roles that advocate a change in approach for organisations adapting to the changing communications landscape.
The white paper is available to download for free here: