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INTEGRATED+MARKETING+COMMUNICATION

INTEGRATED+MARKETING+COMMUNICATION - Principles of Public...

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Principles of Public Relations © 2010 John A. Grasso 1
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ADVERTISIN G MARKETING PUBLIC RELATIONS 2 Public Relations Management
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ADVERTISIN G MARKETING PUBLIC RELATIONS INTEGRATED MARKETING COMMUNICATION IM C 3 Public Relations Management
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Principles of Public Relations © 2010 John A. Grasso 4 What is it? Coordinated, purposeful, extended effort to achieve specific objectives of a set of interrelated objectives Responds to issues Overcomes problems Takes advantage of opportunities Creates value Changes, modifies or reinforces beliefs Creates a new reality Integrated Marketing Communications Campaign
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Principles of Public Relations © 2010 John A. Grasso 5 5 Integrated Marketing Communication Campaign Executive Summary Description of Organization Statement of Situation (Problem/Opportunity Key Publics Integrated Message Platform Key Public Relations Strategies Strategic Public Relations Objectives (Measures of Success) Key Marketing Strategies Strategic Marketing Objectives (Measures of Success) Key Advertising Strategies Advertising Objectives (Measures of Success) Integrated Tactical Plan Overall Timetable Combined Budget Part 1 Part 2
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Principles of Public Relations © 2010 John A. Grasso 6 Approaching an IMC Campaign Select Subject-Organization Define Situation Formulate strategies General idea of key publics Create key messages and proof points
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Principles of Public Relations © 2010 John A. Grasso 7 Define Situation What? Is this something new? e.g. a product or service, a policy, corporate strategy, change of leadership, market… Is it large and significant enough to warrant a long term strategic campaign? Is it significant to the organization’s overall perception, brand, image or reputation? Do you have enough information to formulate a plan? Problem/Opportunity? Is it clearly defined? Can it be addressed by an IMC campaign? Are the means available to solve it or take advantage of it?
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Principles of Public Relations © 2010 John A. Grasso 8 Formulating strategies Do you need to: Create awareness among key publics? Provide education/information to key publics? Develop relationship with new publics? Enhance or solidify perceptions/beliefs? Change or re-define perceptions? Do you have current facts?
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