My research showed marketing and PR do not have a hostile relationship, simply an imbalanced one. Of the marketers I interviewed who held a senior management position, all were satisfied with their PR function, which would suggest that press work is all that they seek. This is the crux of the bigger issue: without a sense of the wider role for PR and without sufficient desire for change, this status quo will prevail. Media relations will remain a tactical marketing tool, stakeholder engagement will happen elsewhere and the wider strategic role of PR will go by unnoticed. This calls for nothing short of a PR revolution.