The context for commercial success is set by PR

Dominic ShalesManaging director
I believe that ‘PR’ should take the strategic lead in marketing or communication campaigns. I also believe that the most senior communications role (whether it be called head of communications, PR director, corporate affairs director, etc) should also oversee the marketing function.
I am aware this is contentious territory, particularly in Marketing Week, as it would mean turning the primacy of the broad marketing industry on its he