Technology forces the move to Integrated Marketing Communication (IMC)

Changing work for Public Relations: Integrated Communication

What is integrated communication? Is it just a buzzword and corporate jargon? Is it just used to mask uncertainty about a requirement that is shifting due to changes in technology? The advancement of technology and the growth of data analysis provide a new form of communication that combines the inform and influence functions of a brand. Integrated marketing communications uses the information provided by consumers voluntarily and through tracking “cookies” to provide the tailored messages at the right place and right time.

Integrated marketing communication (IMC) can be defined as the process used to unify marketing communication elements, such as public relations, social media, audience analytics, business development principles, and advertising, into a brand identity that remains consistent across distinct media channels.

Public relations functions inside of corporate entities need to be aware of IMC for a couple of reasons. The primary reason is the purpose is a multidisciplinary effort to make sure consumers are being engaged by the same branding and messaging every time they encounter the brand. There is an added benefit of adding audience analytics and business analytics, the science of communication, to a public relations strategy: the consumer will be given the correct message at the right time. Depending upon their status or place in the marketing funnel public relations and associated social media accounts can ensure they are speaking with one voice on behalf of the brand.