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As the world has shifted from marketing brochures and printed trade publications to everything online, the connections between PR and marketing have become more apparent; that white paper may be a lead generation asset, but it can also be used to pitch a bylined article. An online ad may be marketing, but the credibility built through PR makes prospective buyers more likely to click on it. A news release may be designed to get media coverage, but it can also create valuable backlinks for SEO.
