“I see communications as being an umbrella,” said Chris Sorek, “It’s an umbrella that a lot of things fit under; from investor relations, to stakeholder relations, to advertising, to marketing – communications is all of that.“
Call it what you will: content marketing, content strategy, brand journalism, braided journalism, or just thinking like a publisher. Just don’t call it marketing.
Public relations and marketing professionals have made tremendous gains in recent years to earn a coveted spot within the C-suite. It’s been a long, tough battle, but on many fronts, the tide has shifted toward realizing that these professions play a key strategic role in advancing a business’ objectives.