The occasions of public relations playing second fiddle to additional advertising areas are gone. PR is increasingly firmly embedded into the ideal marketing campaigns directly from the start – if it's delivered by an in-house team or perhaps a PR agency.

At the time it had been common, also for major brands, to throw the latest advertising campaign at its PR company and say 'are you able to draft a press release on this, please. Although this will happen, the most useful campaigns have good public relation agency believing, news perspectives, stunts, and ongoing media content opportunities developed from the beginning.

As the range of a marketing effort becomes more fragmented by the abundance of media solutions – lead, publish, online, broadcast, societal, etc – it becomes increasingly vital that you send the perfect message to the ideal audience at the perfect time.

As a way to ensure that the public relations activity isn't playing catch up or isn't marginally off-message because of time-consuming, it needs to sit on the marketing effort from the start. This makes it important that businesses have a PR adviser within their advertising function who can attract a below-the-line outlook to your plans. 

In addition to delivering a critical part of any campaign, an adequate PR person should be in a position to identify the potential networking disadvantages of any kind of strategy. There must not be are – if you still visit your advertising team as different to your PR function then you are missing opportunities and wasting time.