How different is marketing from public relations? The answer for this was easily that one deals with the product and the other with reputation: done. Well, studying PR for a second semester, I have to say this distinction is not so easy to make anymore. This is true even with other so-called stand-alone disciples such as advertising and social media.

I find that what with the constantly changing market conditions and increasing competition, PR has had to evolve to include a number of roles previously left outside of its bailiwick. Take integrated marketing communications, for example: most analysts list PR as one of the functions within IMC.  Also, with the introduction of social media press releases, the issue of press releases, once considered the mainstay of the PR industry can now be drafted following a predetermined format by virtually anybody.

Coming from a literature background, it is easy for me to understand the gradual erosion of boundaries among disciplines in the modern world, but we have to ask the question: what is the role of the traditional PR professional in this ever changing world and how long can PR sustain its ‘independence’ if it is losing this independence at all?