My experience at Bechtle also included me to learn about public relations.

I was part of the Corporate Communications for a year, and in that year I also learned from top experts in the theme.

Certainly, my time there was an attempt of the mix between corporate communications and marketing.

We aimed to merge to areas that might seem similar, but do have different objectives.

From one side, Corporate Communications aimed for brand positioning, as in the case of Digital Marketing, the aim was lead generation.

So certainly, the adaption was complicated to structure the new team.

But that is what Digital Marketing is bringing on.

Corporate Communications, Marketing and even Sales, should work together to work on their overall communication strategy.

When one goes to any business social media platform, they will barely distinguish if the content was created by Corporate Communications, Marketing or Sales.

Probably, by the sort of message, the difference can be noticed, but it is hard to know from a consumer perspective to know which department is working on a certain area.

Public Relations in Marketing is bringing that human interaction between the parts.

Marketing is not anymore a fancy ad, it is going further deep on the understanding of the audience.

And how to really understand the audience?

In my opinion, the work done to build relations is also a work done by a team, independently of the area where they are.

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