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Family Feud 

NEW YORK—In a recent edition of CMO MAGAZINE, the editor suggested that advertising and public relations be separate and discrete functions because neither group is ever at ease with one another.

Mark Levit, managing partner of Partners & Levit Inc. was asked for a comment:

“Advertising and media relations executives are threatened by one another. Media relations professionals often position their services as "free advertising" while advertising professionals espouse the certainty of placement and messaging.

“Fact is, both disciplines are important to the marketing mix and, regrettably, corporate marketing executives must referee the feud.”

Although not a media relations practitioner, Levit further pointed out that with cooperation between advertising and media relations professionals, more cost and communications effectiveness increases exponentially.  

Partners & Levit Inc. is an aggressive New York advertising agency.  Clients include UnitedHealth Group, GE Commercial Finance, and Procter & Gamble.  The agency’s heritage dates from 1981. For more information about Partners & Levit, visit  www.partnerslevit.com or call 212-696-1200.