I know you've always wondered.

I’m often asked how PR fits with marketing, digital comms, internal comms and other comms functions. Should one be prioritised over the others?

Here’s how I see it:

- Your reputation is the crate (content may vary).
- Your communications team is the crane.
- Each function (PR, marketing, internal, digital) is a rope.

The strongest cranes use multiple ropes working together to lift the crate steadily and safely. That’s what integrated communications looks like: joined-up teams, consistent messaging, aligned strategy.

But too often I see comms functions operating in silos. One rope, working alone to try and lift a massive great crate.

The crate might rise (slowly mind) but it’s unstable and at risk of crashing to the ground.

The best communications campaigns are integrated.

The smartest comms teams pull together.

How many ropes is your crane using?