LAST week, I had the privilege to attend a cocktail event hosted by a leading bank on the sidelines of the Zimbabwe International Trade Fair (ZITF) in Bulawayo.
Amid the clinking of glasses and the soft hum of business talk, a fascinating conversation emerged — the friction between public relations (PR), communications and marketing departments within organisations.
It became clear to me that while these functions often operate under separate banners, their true power lies in how seamlessly they work together.
Too often, organisations treat PR, communications and marketing as siloed departments, believing they live in different worlds. This separation is not only outdated, but counterproductive.
In reality, they are teammates, each playing a distinct but complementary role in building, maintaining and sustaining a brand.
PR is about presence. It is the careful cultivation of a reputation and the amplification of credibility. It places a brand’s name in conversations and spaces it may not have entered directly yet. A powerful example of PR at work is when a founder gets featured in a national publication, is invited to speak at an industry event, or secures an interview on a popular radio programme. These opportunities do not happen by accident — they are a result of intentional PR efforts.
PR focuses on storytelling and reputation management. It seeks to generate goodwill and third-party endorsement, which is often more persuasive than traditional advertising. In a world where trust is currency, PR acts as the custodian of a brand’s public image.
Where PR puts a brand in new rooms, communication ensures that everyone — internally and externally — understands who that brand is and what it stands for. Communications is the bridge between an organisation and its stakeholders, weaving consistency across all touch points.
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Effective communication aligns messaging across departments, ensuring a company’s values, goals and actions are understood clearly and consistently. It is not enough for a company to have a vision; that vision must be articulated in a way that resonates with both employees and external audiences. Whether through Press releases, internal newsletters, crisis management statements, or social media updates, communications keep everyone on the same page.
Poor communication is often the root of brand crises. Conversely, strong communications can turn potential issues into opportunities to build even greater trust and loyalty.
While PR builds presence and communications builds bridges, marketing builds momentum. Marketing takes the awareness and trust generated by PR and communications and channels it to action. It is the engine room where campaigns are designed, content is crafted and customer journeys are mapped.
Marketing’s goal is to convert interest into engagement, and engagement into revenue. It relies on the storytelling and credibility established by PR, as well as the clarity and consistency provided by communications, to design strategies that resonate with audiences.
A marketing campaign that is disconnected from PR efforts or inconsistent with communications risks falling flat or even damaging the brand.
Modern marketing is a dynamic mix of creativity, analytics and psychology. It is where data-driven strategies meet emotional resonance, all fuelled by the foundational work of PR and communications.
When PR, communications and marketing work in harmony, brands feel solid, intentional and unforgettable. Alignment between the trio ensures that messages are not only consistent but powerful — that the right stories are being told, that audiences know what to expect and that engagements lead to meaningful results.
Imagine a scenario where PR lands a major interview opportunity with an international television station, but communications is unaware and marketing fails to amplify it. The impact is diminished.
At their best, PR, communications, and marketing are not rivals competing for budget or attention; they are collaborators in the mission of brand building. Each plays a unique but interdependent role in the journey from awareness to advocacy.
The conversation I had at ZITF was a timely reminder that organisations must rethink how they structure and perceive these critical functions. Breaking down silos and encouraging collaboration across PR, communications and marketing is not just a nice-to-have; it is essential for building brands that are trusted, understood and beloved.
When the trio moves together, it does not just tell stories — it shapes narratives, drives action and leaves lasting impressions.
- Cliff Chiduku is the director of marketing, information and public relations at Manicaland State University of Applied Sciences in Mutare. He writes here in his personal capacity. He can be contacted on cchiduku@gmail.com or call/app +263775716517.
