Three approaches serving the same purpose…
Twenty-three years ago, when I first stepped into a university classroom, I was just beginning my career in Communication and Corporate Relations. The professional orientation of our first class revolved around journalistic writing, like chronicles and reports. Companies were publishing numerous press ads and paying for costly advertising spots. Internal communication models were just starting to take shape in practice, and in Ibero-America, a prominent field was emerging that broadened the spectrum of corporate communication. Those early outputs were timid corporate profiles on intranet portals, accompanied by organizational milestones and the occasional contest for a company soccer match, the opening of a new business, or the national sales convention. Little did I know that in the next two decades, a maelstrom of changes and new methods would break down vast frontiers, bringing us to today, where we stand, dazzled by an increasingly exquisite refinement in the way we micro-target our audiences, market, measure, adjust, and accelerate.
Back in those days, marketing, public relations, and corporate communication were like isolated islands, each with its own dialect and doctrines. Scholars from each discipline guarded their knowledge closely, while professionals viewed any incursion into their territory with suspicion. Academic debates, often heated, revolved around conceptual differences, and practical applications were measured by different standards.
Yet the ever-dynamic and pragmatic realm of business practice began to weave a network that organically integrated these fields. Mastery of a single art was no longer sufficient; the market demanded an orchestra of skills to play the symphony of business needs. Thus, marketing extended beyond numbers and ventured into the realm of emotions and experiences. Public relations evolved to become not just the protective shield of reputation but also the builder of an authentic and engaging corporate narrative. Corporate communication, in turn, broadened its focus to encompass not just internal dialogue but also to act as the company’s voice in a global chorus.
| MARKETING | PUBLIC RELATIONS | CORPORATE COMMUNICATION |
| Promotes and sells products or services, including market research and advertising | Manages the relationship between an organization and its publics. | Encompasses both PR and Marketing, focusing on the exchange of information and messaging. |
| Advertising, promotions, sales, SEO, and data analytics. | Press releases, events, public appearances, and community relations. | Ensure clear, effective exchange of information and ideas. |
| Current and potential customers, stakeholders. | Current and potential customers, stakeholders. | Internal (employees, management), external (public, partners, stakeholders). |
| Driven by market research and consumer behaviour. | Reactive and proactive management of information. | Combination of PR and Marketing strategies tailored to various audiences. |
| Customer acquisition cost, customer lifetime value, brand equity. | Share of voice, media impressions, crisis response effectiveness. | Message reach, clarity, feedback, engagement rates. |
| Can be short-term (campaign-specific) or long-term (brand building). | Long-term relationship and reputation building. | Ongoing, with specific campaigns having their own timelines. |
| Sales growth, customer loyalty, brand recognition. | Reputation management, public trust, community engagement. | Overall effectiveness in delivering messages and achieving desired outcomes in both PR and Marketing. |
This transformation has not been easy or instantaneous. It has required the dismantling of preconceptions and the building of bridges between theory and practice. Now, looking back, we understand that the integration of marketing, public relations, and corporate communication is not just a trend, but a natural evolution. A synergy that responds to the call of a world where the lines between personal and corporate, local and global, are blurring. All three fields work under the principles of reputation, message creation, effective outreach, strategy deployment, alignment and success.