An obstacle that public relations must get through is being connected with
marketing. The term viral marketing is simply that, a term. What is important to
remember is that it is the technique that reaches audiences in new and effective ways, and
an efficient way to keep up with trends. Being constantly connected with friends and
family is a new phenomenon and one that will only get stronger. It is something that
needs to be taken advantage of by public relations professionals.
The public relations industry should realize that the marketing industry is not a
foe. If the two would combine forces, integrated communications could be created. The
present research showed that having integrated campaigns, consumers and professionals
will be better served (“Rise of New Media…,” 2007). Each industry has strengths and
weaknesses that can be improved by the other. They must embrace each other to make it
in the future.