Marketing, public relations, and how Web 2.0 is changing their relationship: A qualitative assessment of PR consultancies operating in Spain

In communication between organisations and consumers, the dividing lines amongst marketing, advertising and public relations are sometimes blurred. The confusion and overlap is more marked with the advent of the Web 2.0 and the proliferation of online campaigns, and associated initiatives. This article presents the results of ten in-depth interviews held with senior managers of PR consultancies operating in Spain in order to study and evaluate how these changes are being tackled from within the sector itself. It concludes that the sector perceives the current context as a great opportunity for growing and consolidating the strategic conception of public relations.

► Spanish PR practitioners consider the relationship with marketing departments necessary, especially when it comes to designing a Web 2.0 communication campaign to consumers. ► The current context (economic crisis and social media boom) is perceived as a great opportunity for growing and consolidating the strategic conception of public relations. ► PR agencies demand on crisis communication services has been increased. ► Savings made through advertising cuts have been allocated, in part, for PR. ► Online communication activities should focus on sharing experiences with consumers.