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					Integrated Communications
        (IM, IMC, IC)




         Peggy Simcic Brønn   1
 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
                 Peggy Simcic Brønn           2
            Key Words


 Stakeholders

 Relationships

 Reputation/Image

 Competitive   Advantage
 Cause   or Mission Marketing

                 Peggy Simcic Brønn   3
    Marketplace Trends

 Proliferation of brands and products
 4 P’s no longer provide USP
 Too many messages
 Increasing distrust of business
 Deparmentalization/specialization




             Peggy Simcic Brønn          4
       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
                Peggy Simcic Brønn         5
                        IC
   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.
                    Peggy Simcic Brønn          6
       Relationship Building
 Key element of IC
 Not just with customers
 Mass communication unable to deliver

 Knowing                   Responsive
 Trusting                  Affinity
 Consistent                Likeable
 Accessible                Committed

Constructs determining strength of relationships

                     Peggy Simcic Brønn            7
 Communication

   Relationships

Stakeholder Support

   Brand Equity
        Peggy Simcic Brønn   8
                              Planned
                              Messages
                              (Mkt. Communications, Public Relations)


                                 Say
                                                                 Product,
Unplanned                                                        Service
Messages                                                         Messages
(Positive/Negative)                                              (when come in contact
                                                                 with organization)

             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


             Peggy Simcic Brønn      10
         Drivers of I C

 Zero-based planning process
 Cross-functional team infrastructure
 Core competency infrastructure
 Database infrastructure
 IC agency infrastructure




               Peggy Simcic Brønn        11
       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
                           Peggy Simcic Brønn                 12
                   IC

   Really about integrating all
    communications functions
    » Marketing
    » Organization
    » Management



               Peggy Simcic Brønn   13
                             Strategy


             Identity                        Image


                     Common Starting Points



     Management             Organizational             Marketing
     Communication          Communication              Communication




van Riel, C., Principles of Corporate Communications
Evolutionary Integrated
Communications      Duncan and Caywood, artikle samling,
                    (ORG 9980) p. 174,


       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
       Stage 2 Integration: Image Integration
        » Need for consistency message, look and
          feel.
                        Peggy Simcic Brønn         15
   Stage 3 Integration: Functional
    Integration
    » Greater degree of involvement among still
      traditionally separated areas.
   Stage 4 Integration: Coordinated
    Integration
    » Barriers starting to disappear, each
      function becoming more equal.
                    Peggy Simcic Brønn            16
   Stage 5 Integration: Consumer-Based
    Integration
    » The value of a refined customer and
      prospect database. Elements begin to work
      together.
   Stage 6 Integration: Stakeholder-Based
    Integration
    » IMC becomes more broadly defined to
      become integrated communications.
                   Peggy Simcic Brønn         17
   Stage 7 Integration: Relationship
    Management Integration
    » A fully integrated communication strategy
      reaching all stakeholders brings
      communications professionals into contact
      with all management functions.



                    Peggy Simcic Brønn            18
          CORPORATE
        COMMUNICATIONS
   Management Communication
    » senior managers to internal and external
      groups
   Marketing Communication
    » advertising, direct mail, personal selling,
      etc..
   Organizational Communication
    » PR, public affairs, investor relations,
      corporate advertising, etc...
                      Peggy Simcic Brønn            19
       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



               Peggy Simcic Brønn      20
         ORGANIZATIONAL
         COMMUNICATION
   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
                     Peggy Simcic Brønn     21
        MARKETING
      COMMUNICATION

 Communication efforts supporting sales
  of goods/services
 Advertising usually recognized as
  dominant element
 Largest share of communications
  budget used here


                Peggy Simcic Brønn     22
   Marketing Communications
             Tools
Planned Communication Directed
Toward Consumers Primarily
     Advertising
     Sales Promotion
     Product Public Relations
     Direct Mail
     Sponsorship
     Personal Selling
                  Peggy Simcic Brønn   23
             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
                     Peggy Simcic Brønn         24
        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

                      Peggy Simcic Brønn   25

				
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