When attempting to execute a successful earned-media strategy, it is hugely beneficial for a firm's marketing and communications teams to be aligned.

However, more than half of marketing and comms leaders say there isn't strong alignment on their company's earned-media efforts.

That disconnect begins with priorities: Comms leaders say earned media requires the fewest resources, whereas Marketing leaders say owed media requires the fewest resources.

How can that gap be bridged?

A recent infographic (below) from the CMO Council explores why Marketing and Comms are often on different pages regarding earned media and how the two functions can be brought together.