I developed the model above to illustrate what I believe has been unfolding in recent years. These three groups of professionals — advertising, public relations, and meetings/events — are sending messages, generating “impressions,” that must complement each other. Take a moment to consider the distinct but overlapping activities and responsibilities of the three players:

ADVERTISING: Disseminates information through TV, print, radio, outdoor, Internet, direct mail, barter, and other media; generates positive emotional responses by means of multiple “impressions” of the corporate message.

PUBLIC RELATIONS: Builds positive rapport with the public by shaping mainstream and non-mainstream media coverage; generates positive emotional responses by means of multiple “impressions” of the corporate message.

MEETINGS AND EVENTS: Brings people together and creates organized, interactive, live environments meant to be experienced; generates positive emotional responses by means of multiple “impressions” of the corporate message.

Each player must start with an understanding of the executive team's objective. Each player, whether operating internally or externally, will be judged on the effectiveness of the choices made to send and reinforce that message.