Integrated Marketing Communication is defined as "A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation." Public relations on the other hand has been defined as "the management of relationships between your company and all the "publics" with which it must do business." We can clearly see the correlation between the two management concepts.
A public relation practitioner is the face of his or her organization. It is imperative that he/she keeps a consistent message. This is where Integrated Marketing Communication comes into play. This also means that the organization should adopt a more balanced approach to its public. There must be a balanced between adopting a short-gun approach and customization. This is especially important in our more global environment.
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