Transcript Media Relations

Integrated Communications
(IM, IMC, IC)
Peggy Simcic Brønn
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Integrated Marketing Communication -integration of all marketing
communications functions
 Integrated Marketing -- integration of
marketing functions (sales, distribution,
R&D, marketing communications)
 Integrated Communication -- integration
of ALL communication functions

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Key Words
 Stakeholders
 Relationships
 Reputation/Image
 Competitive Advantage
 Cause
or Mission Marketing
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Marketplace Trends
Proliferation of brands and products
 4 P’s no longer provide USP
 Too many messages
 Increasing distrust of business
 Deparmentalization/specialization
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Marketplace Trends
Decreasing message impact and
credibility
 Decreasing cost of using databases
 Increasing client expertise
 Increasing mergers and acquisitions of
MC agencies
 Increasing cost of mass media
 Increasing media fragmentation
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IC
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Cross-functional approach for managing
profitable, long-term relationships
Bringing people and corporate learning
together
In order to maintain strategic consistency in
all communications
Encourage and facilitate purposeful dialogues
with customers and other key stakeholders
Create awareness and commitment to the
corporate mission.
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Relationship Building
Key element of IC
 Not just with customers
 Mass communication unable to deliver
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Knowing
Trusting
Consistent
Accessible
Responsive
Affinity
Likeable
Committed
Constructs determining strength of relationships
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Communication
Relationships
Stakeholder Support
Brand Equity
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Planned
Messages
(Mkt. Communications, Public Relations)
Say
Product,
Service
Messages
Unplanned
Messages
(when come in contact
with organization)
(Positive/Negative)
Confirm
Do
The Integration Triangle Does behavior confirm what organization is saying?
Duncan, T. and Moriarity, S., Driving Brand Value
Drivers of I C
Focus on stakeholders
 Focus on relationships more than
transactions
 Strategic consistency process
 Interactive process
 Mission Marketing process
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Drivers of I C
Zero-based planning process
 Cross-functional team infrastructure
 Core competency infrastructure
 Database infrastructure
 IC agency infrastructure
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Traditional MC and I (M) C
Traditional
New
 Transactions
 Relationships
 Functional organization
 Cross-functional org.
 Specializations
 Core Competencies
 Mass marketing
 Data-driven marketing
 Stable of agencies
 CMO agency
 Customers
 Stakeholders
 Mass Media
 Purposeful interactivity
 Ads & Promotions
 Strategic consistency
 Cause Marketing
 Mission marketing
 Adjust prior plan
 Zero-based planning
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IC
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Really about integrating all
communications functions
» Marketing
» Organization
» Management
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Strategy
Identity
Image
Common Starting Points
Management
Communication
Organizational
Communication
van Riel, C., Principles of Corporate Communications
Marketing
Communication
Evolutionary Integrated
Duncan and Caywood, artikle samling,
Communications
(ORG 9980) p. 174,
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Stage 1 Integration: Awareness
» Proposition: the greater the degree of
change on the existence of specific market
pressures, the grater the likelihood that
integrated marketing communication will
emerge
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Stage 2 Integration: Image Integration
» Need for consistency message, look and
feel.
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Stage 3 Integration: Functional
Integration
» Greater degree of involvement among still
traditionally separated areas.
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Stage 4 Integration: Coordinated
Integration
» Barriers starting to disappear, each
function becoming more equal.
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Stage 5 Integration: Consumer-Based
Integration
» The value of a refined customer and
prospect database. Elements begin to work
together.
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Stage 6 Integration: Stakeholder-Based
Integration
» IMC becomes more broadly defined to
become integrated communications.
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Stage 7 Integration: Relationship
Management Integration
» A fully integrated communication strategy
reaching all stakeholders brings
communications professionals into contact
with all management functions.
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CORPORATE
COMMUNICATIONS

Management Communication
» senior managers to internal and external
groups
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Marketing Communication
» advertising, direct mail, personal selling,
etc..
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Organizational Communication
» PR, public affairs, investor relations,
corporate advertising, etc...
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MANAGEMENT
COMMUNICATION
Develop a shared vision of the
company/organization
 Establish and maintain trust in
leadership
 Initiate and manage change process
 Empower and motivate employees
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ORGANIZATIONAL
COMMUNICATION
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All forms of communication used by
organization other than marketing
communications
Most commonly Public Relations
Directly primarily at ‘target groups’
(stakeholders) other than customers
Less obvious in attempts to influence
behavior
Spend about 1/5 the amount spent on
marketing communications
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MARKETING
COMMUNICATION
Communication efforts supporting sales
of goods/services
 Advertising usually recognized as
dominant element
 Largest share of communications
budget used here
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Marketing Communications
Tools
Planned Communication Directed
Toward Consumers Primarily
Advertising
 Sales Promotion
 Product Public Relations
 Direct Mail
 Sponsorship
 Personal Selling
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Public Relations
Communication
Often Unplanned Communication Due to Stakeholders
Raising Issues, not Organization
Media Relations
 Employee and Member Relations
 Community Relations
 Public Affairs and Government
Relations
 Consumers, Environmentalists
 Investor Relations
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INTEGRATING
COMMUNICATION
So that management can harmonize all
consciously used forms of internal and
external communication as effectively
and efficiently as possible in order to
create a favorable basis for
relationships with groups upon which
the company is dependent.
Cees B. M. van Riel
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