Role of public relations in integrated marketing communications
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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. Show
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. • Categorized under Marketing | Difference Between Public Relations and Integrated Marketing Communication Almost every organization today used marketing communications in some form or another because it’s a fundamental element of effective marketing. We are living in a digital era now and it has changed the marketing communication game dramatically. Interactive and digital marketing communications have changed the way brands campaigning work. But these are not the only tools to reach audiences. This rise of digital marketing is what formed the foundation of integrated marketing communications (IMC).  What is Public Relations (PR)?There are so many definitions of public relations that it is hard to say which one is more relevant than the other. Public relations (PR) is a strategic communication process employed by individuals, companies, and organizations to build mutually beneficial relationships with the public. PR helps management to keep informed on and responsive to public opinion by establishing mutual lines of communication between the organization and its public. It is the art of implementing planned programs of action to serve both organization’s and public’s interest. Much of the work of PR is behind the scenes: advising, researching, counseling, strategizing, and planning. PR is a profession rooted in ethics, strategic planning and evaluation. What is Integrated Marketing Communication (IMC)?Integrated Marketing Communication (IMC) is an organizational approach to unify marketing communication elements in order to create a seamless experience for consumers to interact with the brand. IMC is actually a strategic advancement at how communication tools can be utilized by organizations to coordinate their marketing efforts across multiple communication channels. IMC is a results-driven practice of coordinating different communication disciplines, such as public relations, advertising, audience analytics, media relations, and social media, in order to achieve maximum communication impact. Planning is the key because it enables you to deliver a consistent and effective message across all media. This ensures the right message reaches the right audience at the right time. Difference between Public Relations and Integrated Marketing CommunicationDefinition of Public Relations vs. Integrated Marketing Communication– Public Relations (PR) is the art and social science of understanding society and human behavior. PR is a strategic communication process that helps to establish mutual lines of communication between the organization and its public. Integrated Marketing Communication (IMC), on the other hand, is an integration of different communication disciplines, such as public relations, advertising, audience analytics, media relations, and social media. Role– PR involves filling in the shoes for multiple roles to build, maintain and manage the reputation of your clients. The role of PR is to shape an organization’s image in front of the public. Much of the work of PR is behind the scenes: advising, researching, counseling, strategizing, and planning. IMC, on the other hand, looks at how communication tools can be utilized by organizations to coordinate their marketing efforts across multiple communication channels. Objective– PR is the face of an organization with the objective of building trust and maintaining integrity. It is a strategic effort to establish goodwill and mutual understanding between an organization and its public. IMC, on the other hand, ensures the right message reaches the right audience at the right time. The primary objectives of IMC include creating brand awareness, determining target market, defining marketing campaign objectives, selecting marketing communication methods, and generating sales. Tools– Much of the work of PR is behind the scenes. Common PR tools used to improve brand performance include newsletters, advertorials, press releases, brochures and catalogs, business events, social media, publicity media, etc. IMC tools refer to integrating various marketing and communication tools such as advertising, online marketing, public relations, direct marketing, sales promotion, mobile promotions, sponsorships, and so on. Public Relations vs. Integrated Marketing Communication: Comparison ChartSummary of Public Relations vs Integrated Marketing CommunicationPR is the face of an organization that helps the organization connect with its audience and generate goodwill. Creative thinking is important in public relations because PR messages have to have an impact on their target audience’s opinions and attitudes. PR is meant to solve communication problems but they must be strategic rather than just random thoughts and tactics. IMC is a strategic organization approach to coordinating different communication disciplines across different media in order to achieve desired target audience action. What is the difference between marketing communications and public relations?Marketing communications mainly deal with promotional aspect of an organization, including direct marketing and advertising to seek direct sales in return, whereas PR is about reputation or brand management. What is the key difference between IMC and public relations?PR connects a business with its customers whereas IMC is the results-driven practice of coordinating different communication disciplines across different media. What is integrated marketing communication in public relations?IMC is an approach to creating a unified brand experience for consumers across different communication channels. IMC can be used to develop more cost-effective campaigns in order to achieve maximum communication impact. What are the three differences between PR and marketing?Marketing is about promoting a specific product or service in order to drive sales whereas PR is about building positive reputation of an organization in front of its audience. Marketing focuses on meeting customers’ needs whereas PR works to satisfy a wide range of audience, including customers, employees, share holders, investors, media, and so on. A successful marketing campaign seeks profitability and growth whereas PR works to establish solid relationship between an organization and its public. Is PR a form of marketing?PR is a promotional method that comes under the umbrella term of marketing because it creates a positive relationship between the company and its pubic. What is an example of public relations?Press releases are among the most used PR tools to generate a lot of positive attention. What best way to spread the word than notify the media! What is public relations in IMC tools?Public relations: The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics. Sales promotions: Is covering a plethora of promotional activities, excluding advertising, PR and personal selling.
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?Publicity is media attention for your product, service, or business. It can include traditional news sources, like news shows and newspapers, and new media, like podcasts, blogs, and websites. Publicity raises awareness of your business, and can often be generated for free.
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