In a recent study conducted by Notified, now part of Intrado and PRWeek, 83% of PR practitioners said they believe the lines between PR and marketing are more blurred than ever before. Is that good or bad for PR? Perhaps more important, is that good for business? What is clear is the need to be data-driven, whether as a marketer or PR professional. Yet, it’s as a metrics-focused practitioner that PR often admits to taking a back seat to marketing.

In this session, we’ll talk about the challenges that have historically prevented alignment across PR and marketing. Ben and Katie will also discuss:

• Why PR is slower to adopt technology that can automate their work and improve reporting
• Why PR pros sometimes avoid the hard metrics, and why it’s better to “face the data”
• Why PR sees their marketing counterparts as more effective at demonstrating value to the C-suite, and how PR can earn their seat at the table