The bottom line is a balance of receivables and payables. Marketing adds value by increasing income. Public relations adds value by decreasing the expenses that are necessary when issues are ignored. Faking it doesn't work. Not caring and then apologizing doesn't work.
Good relationships are genuine.
Marketing and public relations both work best when they're treated as distinct management functions. These two functions can pull together as equals on a team, and this works to integrate the business process. These issues are thoroughly covered in the landmark IABC study, Excellence in Public Relations and Communication Management , edited by James. All rights reserved. E-mail requests for permission.