Marketing OR Communications? If You Had to Choose, Which Would You Pick?

August 8, 2011

For years I have been amused when a nonprofit organization would label one of its key departments “Marketing AND Communications.” To me, that always seemed redundant. After all, you never hear a CFO claim responsibility for the Department of Finance, Accounting and Accounts Payable.

A university president once talked with me about leading his marketing and communications team. When I asked if he would consider shortening the title for simplicity, he emphatically declined. For that and other reasons, neither of us seriously considered forming a working partnership.

Later, when I taught marketing at another university, I spent considerable time talking about the relationship between marketing and communications. I never believed the two terms were synonymous or interchangeable, and I drilled into my students the concept that communications comes at the end of the marketing process.

Five years ago I left my position as Vice President of Marketing at United Way. Although communications was part of my portfolio, it always grated on me when my CEO referred to my department as “marketing and communications.” Although I appreciated his thorough description of my team’s role, I also thought he was being unnecessarily redundant.

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