IMC AND YOUSucceeding in an Integrated World

Brian G. Smith, Ph.D.

COMMUNICATION TODAY

Communication is…

InteractionConnection

Feedback

Access

Engagement

OnlineNetwork

SocialDialogue

Relationships

CONSIDER THIS Best Job in the World

The winner?

COMMUNICATION IS …

Your stakeholders communicating about you and with you.

The future of PR is integrated communication and focused dialogue

LET’S TALK ABOUT ROLES

Advertising Promotion

Marketing

Public Relations

Branding, Sales

Relationships ✔

Are you ready to lead?

The currency of communication is relationships

FAKING IT? Nordstroms

BUILDING RELATIONSHIPS

A Relationship Is… Consistency

Heart

Mind

BUILDING CONSISTENCY Message Overload leads to… Integrating Publics, which calls for Integrating Communications It’s more than semantic

THE DOVE CAMPAIGN Heart Mind Consistency Dove Links

ProductVideo

INTEGRATION IS … Content AND Behavior Intended and Unintended Messages Touchpoints

Media outlets Synergy Access Stakeholders Spontaneous and Natural Relationships

WHERE DO YOU FIT?Content

Publics

Touchpoints

Access

Voice

INTERNET, INTEGRATION, AND RELATIONSHIPS BNL PF Changs Tweets MLB Blogs YouTube Deadliest Catch Starbucks PBSEngage Kodak

AN AMAZING RACE The Race to “Own” the Online Space Current trends

Fuzzy BoundaryEditorial Decision vs. Purchase

Your Point of Differentiation: Knowing PublicsDear PR Agents

ON THE INSIDE

You are the organizational Integrators.

Integration is natural organizational involvement

In other words….

WHAT DOES THIS MEAN FOR YOU Know Branding, Reputation Know the Roles of Advertising and PR Know Digital Technology

Do you Tweet? Do you Blog?

Know your NicheThe Need for General Specialists

QUESTIONS?Email: bgsmith@uh.eduBlog: http://theorynpractice.comTwitter: @indiesmith