| Public Relations in IMC from Aditya Sheth Show Messaging development PR is used to effectively communicate key messages to a diverse public. By first identifying all audiences and their drivers messages can then be tailored to resonate with each party so that each takes the desired action. Try using this PR approach when developing messaging for your next marketing program. Start by identifying all of your primary and secondary audiences to ensure your message will stick. Grab a whiteboard and make a list. Include all of the distinct groups that make up your audience so your messaging addresses each of their unique needs. Following are some key groups to consider:
A fundamental principle of PR is establishing and nurturing relationships. Having long-standing relationships with industry experts, reporters, editors, reviewers and bloggers is important to get your stories covered and keep your company relevant. Consider leveraging these relationships when developing your content marketing strategy. How can these industry influencers help you distribute your content and raise awareness? Providing these key contacts with your story (i.e., content) offers an opportunity to gain additional impressions and a better chance for your content to go viral. Brand awareness A core function of PR is to quickly distribute information and generate awareness among large audiences. Seeing a company name published across a trusted news source implies validation and leaves the impression that the brand is credible and trustworthy. Take this PR tactic of gaining exposure and validation through media hits, and apply it to your advertising strategy. What news outlets, trade events, industry publications and online sources do your prospects and customers visit or attend? To gain valuable impressions, you need to focus your advertising efforts on news sources and events your audience relies on regularly. PR and marketing serve similar purposes. Consciously promoting PR from a line item in your corporate communications budget to a supporting role infused across your marketing mix will enable you to deliver on a clear, coordinated plan that combines the best of both worlds. The practice of professional communication has become highly complex, not only because of technology, social media, and the need to connect with global audiences, but also because “communication” means different things to different audiences. Further, the significant amount of crossover among the various facets of communication means there is often confusion about the roles and responsibilities of contemporary communicators. Consequently, it can be challenging for communicators, clients and audiences to glean a clear understanding of communication roles and how they function. The concept of integrated marketing communication (IMC) was introduced in the 1980s (Schultz and Schultz, p. 19) and has since changed the way communicators and marketers interact and conduct business. The American Marketing Association defines IMC as “a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time.” “Public Relations (PR) used to be the people who wrote press releases and distributed them, or pitches to the media,” says communication executive, Leigh Dow, of 48 West Group in Phoenix. “Now, PR teams are usually the best at thinking around corners on the message strategy and analyzing how a message will be construed. That analysis permeates content strategy. Also, now that content is used in so many different ways, such as social media, blog posts and contributed content, the more PR and IMC strategy are interlocked.” Adding to this confusion are the many communication monikers, including:
While some of these areas are specialties under the “communication” umbrella, most are considered general terms to describe the process of influencing, persuading, engaging and educating audiences about a particular client, issue or brand. The terms, “public relations” and “strategic communications,” are now frequently interchanged. Dow went on to say, “Because I tend to think about IMC as a synchronized effort among specialists, I think PR is a very specialized skill set. Just as media buying is a specialized skill set, or digital media management. However, I do think the traditional definition of PR is almost gone. In our firm we often tell people, ‘if your PR agency’s strategy starts with a press release, fire them.’” In many organizations today, public relations, corporate communications, advertising, marketing, promotions and publicity function collaboratively as part of “the IMC mix.” What this means for organizations is consistency and unification of messaging, brand promotion and audience engagement. It’s important to note, however, that because PR is considered the “ethical compass” of the organization, it serves as the foundation upon which all other IMC elements are created, and it serves in a bit of a stand-alone capacity. That is, PR develops an organization’s key messages and then oversees the other IMC areas to ensure message authenticity, consistency and truthfulness across all communication platforms (e.g. advertising, marketing collateral, internal memos, Web content, and so forth). As communicators, it’s vitally important that we educate clients and audiences about our profession and what it entails. I also believe that our professional community should decide on one term and one definition to minimize public confusion and misperceptions. Leigh Dow concurs. “While the message may be integrated,” she said, “the delivery is where the inconsistencies of definition happen most.” Learn More Find out more about what you can do with a MS in Communication from Purdue University. Call us today at 877-497-5851 to speak to an admissions advisor, or request more information. *The views and opinions expressed are of the author and do not represent the Brian Lamb School of Communication. What role does PR play in IMC?That is, PR develops an organization's key messages and then oversees the other IMC areas to ensure message authenticity, consistency and truthfulness across all communication platforms (e.g. advertising, marketing collateral, internal memos, Web content, and so forth).
What is public relations in marketing communication?Marketing promotes the transfer of goods and services from the producer and provider to the consumer. Public relations helps an organization and its publics adapt mutually to each other. Marketing's immediate goal is sales.
What is publicity in integrated marketing communication?In marketing, publicity is the public visibility or awareness for any product, service, person or organization (company, charity, etc.). It may also refer to the movement of information from its source to the general public, often (but not always) via the media.
Is PR part of IMC?Answer: Integrated marketing communication (IMC) can be defined as the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media channels.
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