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Integrated Communication
Basically, the idea of integrated communication means
integrating most, if not all, of an organizations communication
disciplines and related activities, such as media relations, issues
management, advertising and direct marketing.
The basic idea is that whereas communication had previously
been organized and managed in a rather fragmented manner, a
more effective organizational form is one that integrates or
coordinates the work of various communication practitioners.
Integrated Communication
Concerning the fields of marketing and public relations, both
fields emerged as separate external communication disciplines
when industrial organizations realized that in order to prosper
they needed to concern themselves with issues of public concern
(i.e., public relations) as well as with ways of effectively bringing
products to markets (i.e., marketing).
A new trend trend towards integrating marketing and public
relations was noted by many in the field, including Philip Kotler,
one of the most influential marketing figures of modern times.
Kotler and Mindaks Models for the Relationships Between
Marketing and Public Relations
Kotler and Mindaks Models for the Relationships Between
Marketing and Public Relations
The model outlines the different models that Kotler and Mindak
described to characterize the relationship between marketing
and public relations .
It was shown in their figures how PR and Marketing developed
from being separate fields, having separate functions to
overlapping and cooperating together in organizations until
marketing and public relations have merged into a single
external communication function.
Drivers for Integrated Communication
Anders Gronstedt
Corporate communication inserts the various
communication disciplines into a holistic perspective,
drawing from the concepts, methodologies, crafts,
experiences, artistries of marketing communication and
public relations
Marketing and public relations = drivers
Drivers for Integrated Communication
Drivers are grouped into 3 namely :
a) Market and environment based drivers
b) Communication based drivers
c) Organizational Drivers
Organizing Communication
Organizing Communication
Figure 2.4
Framework displays coordination and decision making happens
between PR and marketing,
Corporate communications practitioners easily become
promoted as part of the board or as senior communications
director. This is a strategic placement for them because it would
make it easier for them to build maintain and protect the
company's reputation from stakeholders.
Group various communication disciplines into a single
department so that knowledge and skills of practi- tioners are
shared and corporate communication is seen as an autonomous
and significant function within the organization.
Organizing Communication
Organizing Communication
Figure 2.5
Siemens has organized market communications as part of the
wider corporate communication function rather than as a
separate department. This may be because Siemens is mainly a