As a public relations student with a business minor, I have the opportunity
of taking some marketing classes to help broaden my perspective of strategic
communications. This semester, I am taking a class that’s focused on integrated
marketing communications and I would like to share some highlights and help
explain why this is an important term for any
What is it? Integrated
marketing communications can sound like a confusing term, but once you break it
down the definition is quite simple. My textbook describes it as a process of integrating
messages from a variety of sources about a company’s products or brands. Put
simply, it means that all of the communications about a company have to be
portraying the company in the same way. For example, a social media campaign
has to go along with the overall brand image and other campaign materials put
out about the company, it wouldn’t make sense to send your target audiences
conflicting messages about your brand.
What does it mean
for you? When done properly, integrated marketing communications can help to
create a successful public relations or marketing campaign. This means that when creating a public
relations campaign, it is important to first look at your
company from a consumer’s perspective and assess the image that it has already
established. Then, build your campaign with that knowledge in mind making sure
that your plan in sending similar messages. Integration of all communications
that your target audience receives helps to reinforce what they already know
about a brand. In turn, this creates brand awareness where the consumer can
begin to establish a relationship with your brand, and ultimately can be very
effective.
All of the strongest and most recognizable brands and companies out
there right now follow this simple marketing approach. Some of the brands that
come to mind for me are Starbucks, Apple, Nike and Target. Can you think of any
other brands that have great integrated marketing communications strategies?
This guest blog was written by PRowl staff member Kaitlyn Mashack.
1 comment:
Its really great and informative post you have shared regarding public relation which is knowledgeable. As we are also working with it.
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