Is It All Branding?
What is on my mind more frequently these days is the ubiquity of “branding.” For some of you, this is a “master of the obvious” topic. But at the heart of the matter, I’m not sure there is even a reason to be talking about “public relations,” “marketing,” or “advertising” anymore.
Teaching in a public relations “sequence,” however, keeps me wondering about what kind of information gets eliminated when all the professions usually lumped under the “marketing” umbrella get pushed to ”branding.” Are communicators then giving up too much power…the traditional PR “purist” argument against integration?
From a more self-centered point of view, is my personal emphasis on integration and branding helping or hindering my students? My gut and career in communications tells me that the move toward integration is critical for future success.
What are your thoughts?
December 3rd, 2007 at 21:16
I agree with your belief about integration, Bob. I belief that you are helping your students tremendously.
My department here at Towson University is rapidly moving to unify more closely our PR and Advertising Tracks. We have a Marketing Certificate program too, taught logically enough in the Business department. I personally favor a unified entity, Integrated Marketing Communication (IMC). I believe that is the best approach to practicing in this and future times.
I majored in Communication and minored in Marketing about 187 years ago as an undergrad. I earned an MBA in my 40s to become a better business manager who specialized in IMC. My business and marketing orientation and experience have helped me tremendously as a practitioner. Now in my academic incarnation, I bring that practical experience to the classroom. Like you, I am quite passionate about it.
Why? Simply put, I believe that graduates with an IMC prep, people who understand what you refer to as branding, will be more employable. That is what employers demand — business results. Grads who can produce will get hired and promoted. It is more than news releases and event planning. It is, well, what IMC can do for an organization — branding.
December 4th, 2007 at 23:41
Hello Les, Thanks for the kind words. I really appreciate your support. I’m sure your students value your IMC point of view, particularly the MBA knowledge.
I’m shocked that more schools of mass communications have not moved to IMC-focused majors. I’d love to hear more about how Towson students are doing in the “real world.” At USF, we’re starting to place more students in the big markets, which is planting the seed for others to make similar moves.
I believe that their IMC background and knowledge they receive at USF is helping them compete in these markets.
Thanks,
Bob