Integrated Communications and Public Relations
One of the biggest discrepancies I have seen between those in academe and working professionals is the ongoing discussion regarding integrated communications and public relations’ role within integrated marketing communications (IMC).
Personally, based on my own experiences in Corporate America, I think companies are moving completely to IMC-based communications. However, the sticking point seemed to be breaking down the silos around the different areas under the IMC umbrella. In other words, too many fiefdoms and too many chiefs protecting turf.
Many scholars, on the other hand, take a hardline approach favoring “pure” public relations. In general, they view PR’s effectiveness sullied by the notion of marketing, or selling products. They also worry that public relations will lose power within the organization if lumped together with the other IMC disciplines.
My belief is that organizations will continue to integrate communications functions, particularly as social media and online communities keep growing. It only makes sense that all of a company’s communications would be working off the same script (though anyone who has spent time in the businessworld knows this isn’t always the case). To learn more about integrated communications and social media, check out Brian Solis’ PR 2.0 blog.
In discussing IMC with dozens of professionals from around the country, one remark stood out, which I always share with my students. An integrated agency CEO explained, “I need people with creative skills, but when I’m hiring a future leader, I always lean toward PR people. They understand the strategy and how the pieces of an integrated campaign fit together.”