PR the reluctancy of comapnies

I think most companies are mistaking PR for marketing. As I go in events I often meet markters as opposed to PR practisioners. I think is high time companies start aprroving the imprtance of PR espeacily those seeking to boost their image. Mots companies are mostly interested in profit without much emphasize on image building. But that is not good espeacily for the long term vision of the company. But above all PR has a new place in the cooperate world.