This latest study by Vocus reports that although the lines between PR and marketing are indeed continuing to blur, integration is still a bumpy road. Although the majority of PR and marketing respondents reported that there are finally structures in place to facilitate communications between the two disciplines, the report also showed that 34% of the study respondents cited “organizational structures, functional silos, or turf battles” as one of the largest factors inhibiting integrated communications. The family feuds continue.

The conversation around integration has been going on since the 1990s, but as different channels and modes continue to proliferate, it seems that true marketing integration will continue to be a work in progress.