1. COMM 2337
Integrated Marketing
Communication
IMC
Advertising + Marketing + PR
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

2. COMM 2337
Marketing vs. Advertising
vs. PR
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

3. COMM 2337
PR Is…
IMC
•A managed process
Class 3 •Mutually beneficial
Fall 2011 •About relationships
•Focusing on various
Publics (audiences)
@AndreaGenevieve
andream@stedwards.edu

4. COMM 2337
Types of Publics
IMC • Media
• Employee
Class 3 • Member
Fall 2011
• Community
• Government
• Investor
• Consumer
• International
• Special Interest
@AndreaGenevieve
andream@stedwards.edu

5. COMM 2337
The Goal of PR
IMC
This matters because……
Class 3
Fall 2011
PR is all about targeting messages
to publics and establishing
connections.
@AndreaGenevieve
andream@stedwards.edu

6. COMM 2337
Journalism vs. PR
IMC • VERY different
animals
• Both write,
Class 3 interview people
Fall 2011 to secure coverage
of news
• Both require
excellent grammar
skills BUT…
@AndreaGenevieve
andream@stedwards.edu

7. COMM 2337
Journalists
IMC • Objective observers
• Gather info to provide to greater
Class 3 public
Fall 2011 • Write for mass audiences
• Reach audiences through ONE
channel
@AndreaGenevieve
andream@stedwards.edu

8. COMM 2337
PR Pros
IMC • Think strategically
• Inform while changing attitudes or
Class 3 behavior
Fall 2011 (Although,facts are still necessary!)
• Write for specific, special audiences
• Use a variety of communication
channels
@AndreaGenevieve
andream@stedwards.edu

9. COMM 2337
Example of PR
Communication
IMC 1. PR Professional interviews a CEO.
2. PR Professional writes a Press Release.
Class 3 3. PR Professional sends the release to reporters and
Fall 2011 Journalists.
4. Journalists decide to run, or not run the
information.
5. Journalists may add, edit or delete pieces to fit a
storyline.
6. Journalists may also trash the release.
@AndreaGenevieve
7. PR Professional accomplishes goal, or revisits the
andream@stedwards.edu goal to see if other tactics may work.

10. COMM 2337
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

11. COMM 2337
Example: Red Bull
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

12. COMM 2337
IMC
IMC • Name given to all types of planned
messages used to build a brand:
Class 3
Fall 2011 Managing how an audience
perceives a company, service or
product.
@AndreaGenevieve
andream@stedwards.edu

13. COMM 2337
Parts of IMC
IMC • Publicity • Advertising
• Events and • Personal Selling
Class 3 Sponsorship • Sales
Fall 2011 • PR Promotion
• Direct • Packaging
Marketing
• Customer
Services
@AndreaGenevieve
andream@stedwards.edu

14. COMM 2337
An IMC plan of
IMC
creativity,
attack will use
Class 3 synergy, integration
Fall 2011
and
communication.
@AndreaGenevieve
andream@stedwards.edu

15. COMM 2337
Benefits
IMC • Improved relationships with all
audiences
Class 3 • Increases brand trust
Fall 2011 • Fosters internal communications
and coordination among all
departments
• Cost effective
@AndreaGenevieve
andream@stedwards.edu

16. COMM 2337
Share & Engage
IMC
Class 3
Fall 2011
@AndreaGenevieve
andream@stedwards.edu

17. COMM 2337
Credits
IMC
Andrea Genevieve Michnik
Intro to PR COMM 2337
Class 3 St. Edwards University- Fall 2011
Fall 2011 E-mail: andream@st.edwards.edu
@AndreaGenevieve
All photos protected under Flickr Creative Commons
@AndreaGenevieve
andream@stedwards.edu