PR Takes Center Stage

Some wonder what PR is and how it differs from advertising or marketing. It's part of a comprehensive marketing plan. And it's becoming more vital than ever. "Public relations has always played its part in the marketing mix, even if it was added to plans late and rarely recognized like other disciplines. But the emergence of skippable, blockable, opt-out-able advertising, not to mention ever-more integrated campaigns, means PR can suddenly demand more than a supporting role—and maybe even take center stage."

http://adage.com/article/cmo-strategy/public-relations-earning-place/302060/