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Presentation given to the Univ. of Houston Chapter of PRSSA
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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: [email protected]: http://theorynpractice.comTwitter: @indiesmith
