Categorized | JAX Briefs

The Present and Future Role of Marketing and PR

Heather Senterfitt, Shane Johnston Capstrat, Andre Rand

Over 70 of Northeast Florida’s local marketers, professionals and local business owners recently attended a presentation entitled “The Present and Future Role of Marketing and Public Relations”. The program event was hosted by the Jacksonville chapter of the American Marketing Association (JAMA). JAMA’s monthly event featured speaker Shane Johnston, VP and Account Director at Capstrat in Raleigh, NC.With 22 years of experience, Shane Johnston built his career at companies such as Sprint, Mutual of Omaha and Nortel. Before Capstrat, he led client strategy at Brooks Bell Interactive, working with Chase Bank, AARP, The Wall Street Journal and Clearwire. Shane also served as the 2010 president for the Triangle NC American Marketing Association.

At the January presentation Shane discussed how Public Relations and Marketing often intertwine, but what exactly differentiates one from the other? At times, it seems to be a fine line. However, the two disciplines are, at their core, very different. Successfully mastering the difference and knowing how PR and marketing interplay will improve marketing’s effectiveness and deliver real results.


The key points of his presentation covered:

  • How to properly use PR and Marketing as tools in an integrated campaign
  •  Where public relations fits in the changing world of communication


Below are some of the key quotes from Shane’s presentation:

“Consumers are exposed to 5,000 messages a day. 4% of customers trust ad messages. 90% of consumers trust reviews.”

“The worst thing you can do in PR is hide.  If you make a mistake, admit it.”

“No matter what you do, you’ll still be dealing with traditional media – blogs, tweets are often rebroadcasting news from traditional sources.”

“75% of viewers prefer to watch their favorite non-sporting shows live. TV is not dead!”

“Print has been predicted to die for 100 years and is still around!”

“Traditional media is still the most trusted for info about companies.”


Event sponsors included the Jacksonville Business Journal, Advantage Business Magazine, and Folio Weekly.


About JAMA

The Jacksonville chapter of the American Marketing Association is the only association geared towards marketing professionals of multiple disciplines in Northeast Florida. The Jacksonville chapter engages, educates, inspires and cultivates exceptional marketers through monthly meetings, seminars, programs and special events.

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