integrated communication learning unit 4 19 may 2011

Integrated Communication

Learning Unit 419 May 2011

19 May 2011 DPR3A-LU4-IntegratedCommunication&Branding 2

Learning unit outcomes

2

Evolution of integrated communicationConcepts of integrated marketing communication and integrated communicationCoordination between Public Relations, marketing and business managementBranding and role of branding in integrated communication


Defining the conceptsIntegrated communication is:

cross-functional process for creating and nourishing profitable relationships by strategically controlling messages sent to customers and stakeholders and encouraging data-driven, purposeful dialogue (Duncan, 2001)a strategic management process of controlling or influencing messages and encouraging purposeful, data-driven dialogue to create and nourish long-term, profitable relationships with stakeholders (Duncan, 2001) (Rensburg & Cant, 2009)


IC in communication management

Focus of IC on building relationships with stakeholders with the emphasis on messages and dialogue created as a strategic imperative for a successful organisationTraditional roles of marketing management and communication management raised to level of business management through integrationCommunication management therefore contributes directly to the bottom line of the organisation and its general wealth


Application of ICIntegrated communication applied in communication management involves:

One voice/one look communication, ie organisation develops single persona and voice that are consistentCoordinated approach to communication management and marketingPurposeful organisational communication which involves everyone in the organisation

IC is built on symmetrical communication to build relationships between organisation and internal and external stakeholders


Theoretical components of IC

Two-way symmetrical communicationInteractivity more important than products

Managing stakeholder relationshipsRelationships replacing management of transactions

Brand relationships and brand equityIntangible side of business with too little emphasis

One voice, one look vs integrated communicationFundamental integration not merely mixed messages

Cross-functional processes and planningInterconnectivity between processes and planning needed


Why integration?Three areas where change and evolution necessitated integration

External market trends: product overload, increased consumer knowledge and sophistication, less trust in organisationsTrends within organisations: larger organisations and impact of technology needed more coordination, generated wide range of communication opportunitiesSocieties’ demand for organisational integrity: holistic, integrated approach to communication has better chance to display positive brand image of integrity


Evolution of ICTimeline for evolution of integration based on works of various authors (Barker & Angelopoulo, 2006)

Prior to and during industrial revolution

1920s and after World War II

1950s, 1970s, 1980s

Early 1990s and late 1990s

2000s and currently


Coordination of PR, marketing and business management

Business world = networks of individuals and organisations that produce goods and delivers services to meet needs of individuals and organisations (Niemann, 2005)Organisations pervade networks through goods, services and their ideologies (Fox, 2006)Organisations institute ideologies through communication management which converges linguistic, cognitive and social actions (hear, see, interact)


Coordination of PR, marketing and business management [2]

Communication plays a vital role in business management with a symmetrical worldviewCommunicators use knowledge about stakeholders to:

negotiate win-win solutions and establish mutual benefitcreate mutual understanding between public and management through two-way communicationtwo-way communication allows for input from stakeholders for innovative solutions and corrective discourse

Relies on systems thinking = interdependece



Interdependence = community-building construct of communication managementOrganisations realise importance of focus on:

internal communication and interactionmutual exchange of influenceinternal-external balance in the organisation

Focus on individual level indicative of social cultural context in which organisations are operatingBehave as reasonable members of communities in interdependent relationships

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PRPs practicing communication management:play a social role in representing organisations and acting in the public domain (Bishop, 2006)play a key role in adjusting or adapting behaviours of senior management to bring publics and management closer together

Modern marketing’s focus on building long-term relationships with customers overlaps PR’s building relationships with stakeholdersThis necessitates integrated communication

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Branding and ICConcepts

Brand: perception resulting from experiences with and information about a company or products

Brand identity and image: what a brand stands for and how it is described, and customer’s perception of brand identity

Branding: process of creating a brand image that engages the hearts and minds of customers

Brand characteristics – Manual p150Design, performance, ingredients/components, size/shape, price, marketing communication

13


Class exerciseIn groups, pick a brand

Discuss how it is using traditional and integrated marketing communication techniques/tools such as advertising, sales promotions, direct marketing, public relations, packaging, personal selling

Give your opinion on the effectiveness of the techniques

Discuss ideas of alternative/additional methods

Class feedback/discussion


Drivers of brand relationshipsBrand relationships are at the heart of IC

Ten drivers of brand relationships:Create and nourish relationships vs transactionsFocus on stakeholders vs customers/shareholdersStrategic consistency vs independent brand messagesPurposeful interactivity vs mass media monologueMarket corporate mission vs products claimsZero-based planning vs updating last year’s planningCore competencies vs communication specialisationIntegrated agency vs traditional full service agencyDatabases to retain customers vs new customers


Benefits of brand relationships

Benefits to companyImpact on costs: current vs new customers, relationships spread acquisition costs, loyal customers less marketing costs, satisfied customers less hand holdingImpact on sales/profits: loyal customer buy more, increased value, fewer defections

Benefits to customerLess riskFewer decisionsFewer switching costsGreater buying efficiencyIncreased association, self-identification

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Homework

Review example of brand campaign wrt:Audience

Objectives

Messages/themes

Creative rationale

Results

17

integrated communication learning unit 4 19 may 2011

Documents

integrated communication

integrated approach

organisation ic

business management

needed slide

level of business management

strategic management

external stakeholders