Integrated Communication
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The document discusses integrated communication and its importance for organizations. It defines integrated communication as combining public relations, marketing, and human relations disciplines to form a unified message and establish beneficial relationships within and outside the organization. This allows an organization to achieve its goals through a coordinated communication strategy. The key elements of integrated communication are marketing, public relations, and human relations. It is important for effective management and higher profits, reputation and effectiveness.
Integrated Communication
- 1. Integrated Communication THE INTEGRATION OF THE COMMUNICATION TO THE LIFE OF THE ORGANISATIONS Dr. Thomas Barat Professor of Corporate Communication Budapest College of Management
- 2. Integrated Communication The main problem is: Some CEO are thinking : „ P ublic R elations is equal with the marketing and / or advertising. ” Other problem: As long as in a PR campaign is only one element of advertising it is not anymore accepted as PR. The questions can be answered = we have to combine the disciplines. But how?
- 3. Integrated Communication The short answer is: Integrated Communication and the detailed answers are as follows:
- 4. Integrated Communication Integration What does it mean? Etymology: Latin integratus to form, coordinate, or blend into a functioning or unified whole to find the integral of (as a function or equation) to unite with something else b: to incorporate into a larger unit to end the segregation of and bring into equal membership in society or an organization Merriam-Webster Online Dictionary
- 5. Integrated Communication Communication What does it mean? 1 an act or instance of transmitting 2 information communicated b: a verbal or written message 3 a : process by which information is exchanged between individuals through a common system of symbols, signs, or behavior <the function of pheromones in insect communication>; also : exchange of information b : personal rapport <a lack of communication between old and young persons> 4 plural a : a system (as of telephones) for communicating b: a system of routes for moving troops, supplies, and vehicles c: personnel engaged in communicating 5 plural but singular or plural in construction a : a technique for expressing ideas effectively (as in speech) b : the technology of the transmission of information (as by print or telecommunication) Merriam-Webster Online Dictionary
- 6. Integrated Communication What does it mean? In practice: Integration Communication T o form, to coordinate a verbal or written message T o bring into equal the message of the different part of the organization Integrated communication To establish the mutual beneficial relationship among the different part s of an organization . To achieve the targeted interest of the organization through unified integrated communication.
- 7. Integrated Communication Product Price Place Promotion i Marketing PR Human Relations External i MANAGEMENT Personal Marketing Org.an. Developm. Labour Corporate PR Consumer Relations Employee Relations Owners M i = Market influence HR i = Human Relations influence HR M Internal
- 8. Integrated Communication The basis for the model of an organization: Corporate Culture * Corporate Philosophy (Mission Statement) Corporate Strategy Corporate Tactics Corporate Identity * Image Marketing HR PR Reputation The elements of the Integrated communication The elements of the corporate management
- 9. Integrated Communication The main elements: Marketing communication – advertising Th e conscious organisation of the sales actvivity of a company. Market influence. 2. Public Relations Th e conscious organisation of communication. 3. Human Relations Th e conscious organisation of the internal relations of an organization.
- 10. Integrated Communication Production Director Financial Director Board President Communication / PR Director Commercial Director Marketing Director HR Director Owners CEO General Assembly Meeting Board of the Directors Management Strategical level Tactical, operative level
- 11. Integrated Communication Management functions Marketing Public Relations Human Relations Higher: -Turnover - Reputation, - Effectivity, - Profit Result
- 12. Integrated Communication The task of the public relations is: To inform your internal and external environment, To make your aims, and goals understandable, To coordinate the behavior between the organization and its environment, and vice versa.
- 13. Integrated Communication Thank you for your kind attention