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Growth of social media shifts PR chiefs toward center of marketing departments; PR specialists helm ad efforts too at Intuit, IBM, and American Airlines.

Publication: Advertising Age
Publication Date: 21-SEP-09 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Growth of social media shifts PR chiefs toward center of marketing departments; PR specialists helm ad efforts too at Intuit, IBM, and American Airlines.(NEWS)(International Business Machines Corp.)(American Airlines Inc.)(public relations)

Article Excerpt
Byline: MICHAEL BUSH

When a crisis hits, it's the in-house communications and PR specialists that take the lead in formulating a communications strategy. But with the rise of social media and the need for ultra-quick turnaround in creating and launching campaigns, could the day soon come when internal PR departments are steering the marketing ship full-time?

In some organizations, chief communications officers (CCOs) and their teams are playing a strategic role more closely aligned with the marketing function. Some companies think the twoadvertising and communicationsare so closely linked that their CMO and CCO are one in the same. Jon Iwata, IBM's senior VP-marketing and communications, is the highest profile example of this but there are others like Harry...

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