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Strategy
Branding
Above
Below
Digital
PR
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Integration has merged PR with other tools
Integration among industries is nothing new. Throughout time, industries with similar formats, products or systems have grown by bringing their offerings together. For example, once-separate grocery stores and pharmacies are now commonly housed together in one supermarket. More recently, Facebook has incorporated Twitter-like status updates into its news feed. The same should apply to PR and other communications channels.
So why do advertising and Public Relations agencies keep their distance? And importantly, how much longer will marketers look to segregate their PR from advertising, digital and word of mouth, when the lines have blurred so much already? And consumer communications behaviour and preference is dictating a change?
As you well know, technology makes it easy for consumers to seek and share information and opinions. Meanwhile the media landscape is more fragmented. Following this your communications agencies are also becoming more specialised. For decades marketers have been in control of crafting and delivering your brand messages you now have to customise your messaging through more defined channels, talking to consumers how and where they feel most comfortable.
Enter PR, websites and online media. These channels are vital for your PR agencies to better reach key influencers and thought leaders who, in turn, are more likely than traditional advertising to sway a consumer to make a purchase. While national advertising is still key for our mass brands, there is a definite shift to a more balanced mix of media.
Integrated toolbox
A well-integrated marketing plan, with a diverse mix of communication channels all working together in a brand-centricTM manner will get the best results. An integrated campaign fully engages brand ambassadors and the public. PR supported by above-the-line and online is a potent mix.
Brand-centric™ messages
Agencies and their suppliers should talk directly to one another to guarantee a seamless campaign. All aspects of a campaign should follow the same branding guidelines with shared thinking, participation and down-to-earth hard work of all collaborators.
The G&G insight
Gullan&Gullan is passionate about integration, because it gets results. So when faced with a new communications challenge, get everyone round a table, from advertising, PR, web, media and promotions. Sometimes PR will lead, sometimes web or promotions. What matters is not who takes the lead, but that the various channel experts are working together in a brand-centric™ manner. |
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