Integrated Communication

Integrated Communication

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Communication International

IntegratedCommunication Integrated Communication

THE INTEGRATION OF THE COMMUNICATION

TO THE LIFE OF THE ORGANISATIONS

Dr. Thomas Barat Professor of Corporate Communication

Budapest College of Management


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IntegratedCommunication

The main problem is:Some CEO are thinking:„Public Relations 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?



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The short answer is:


and the detailed answers are as follows:



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IntegrationIntegration What does it mean?

Etymology: Latin integratus

1. to form, coordinate, or blend into a functioning or unified whole

2. to find the integral of (as a function or equation) 3. to unite with something else b: to incorporate into a

larger unit 4. to end the segregation of and bring into equal

membership in society or an organization

Merriam-Webster Online Dictionary



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CommunicationCommunication What does it mean?

1 an act or instance of transmitting2 information communicated b: a verbal or written message3 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



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What does it mean? In practice:


Integration Communication

To form, to coordinate a verbal or written message

To bring into equal the message of the different part of the organization

Integrated communication

To establish the mutual beneficial relationship among the different parts of an organization.

To achieve the targeted interest of the organization through unified integrated communication.


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Product

Price

Place

Promotion

i

Marketing PR Human Relations

External

i

MANAGEMENT

PersonalMarketing

Org.an.Developm.

Labour

Corporate PR

Consumer

Relations

EmployeeRelations

Owners

M i = Market influence

HR i = Human Relations influence

HRM

Internal


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The basis for the model of an organization:

Corporate Culture * Corporate Philosophy (Mission Statement)

Corporate Strategy

Corporate Tactics

Corporate Identity * Image

Marketing HRPR

ReputationThe elements of the Integrated

communication The elements of the corporate management


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The main elements:

1. Marketing communication – advertisingadvertising

ThThe conscious organisation of e conscious organisation of the sales actvivity of a the sales actvivity of a company.company.

Market influence.Market influence.

2. Public Relations ThThe conscious organisation of communication.e conscious organisation of communication.

3. Human RelationsThThe conscious organisation of e conscious organisation of the internal relations of an the internal relations of an

organization.organization.



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Production Director

Financial Director

BoardPresident

Communication/ PR Director

CommercialDirector

MarketingDirector

HR Director

Owners

CEO

General Assembly Meeting

Board of the Directors

Management

Strategical level

Tactical, operative level


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Management functions


MarketingPublic RelationsHuman Relations

Higher:-Turnover

- Reputation, - Effectivity,

- Profit

Result


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The task of the public relations is:

1. To inform your internal and external environment,

2. To make your aims, and goals understandable,3. To coordinate the behavior between the

organization and its environment, and vice versa.



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Thank you for your kind attention


Business

Integrated Communication