Straight PR verses Integrated PR

According to the book, The New Rules of Marketing & PR, traditionally PR and marketing were not converged. They were separate disciplines run by different people with separate goals, strategies and measurements criteria.

Today PR and marketing are no longer separate entities. The Web has changed marketing and PR to the new rules, which is the integration of the two. PR is no longer just a mainstream media audience and marketing is now more than just advertising. The integration of Marketing and PR means that marketers must shift their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of underserved audiences via the Web.

Integrated PR is not about social media (Facebook, LinkedIn, Twitter), nor about traditional media (TV, radio and print). It's about both.