PR pros, are you ready to report to Marketing?

A new survey says the looming power struggle with their marketing counterparts is public relations practitioners’ ‘most critical issue.’

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The USC Annenberg Center for Public Relations’ 2017 Global Communications Report—which surveyed more than 800 PR execs worldwide—set out to define the industry and divine what lies ahead. It prompted a cacophony of predictions about the direction the industry is heading and how the work is likely to change.

The survey identifies the PR-versus-marketing battle for influence—that is, who will report to whom, and whose role might be curtailed or subjugated—as “the most critical issue facing the PR industry.”

Despite disagreements over what PR will consist of down the road, survey respondents seem sanguine about the continued health of the profession: Ninety-two percent of executives anticipate growth in the next five years.

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