Chapter 3 - Convergence and Integrated Communication

Convergence
and Integrated
Communication
Chapter 3

Key learning outcomes
• Define different forms of convergence.
• Analyze how convergence affects public relations.
• Discuss how functions of advertising and marketing may be
integrated with public relations.
• Distinguish public relations from advertising and marketing.
• Discuss public relations’ role in the free flow of information in
society.
Kelleher,PublicRelations,1e
OxfordUniversityPress
2

Convergence
• Technological
• Cultural
• Economic
• Professional
3
University of Southern California Professor Henry Jenkins
recommends thinking about multiple processes of
convergence.

Technological convergence
Black box fallacy: the idea that some day
one elegant device will meet all our media
needs.
“When words, images and sounds are
transformed into digital information, we
expand the potential relationships
between them and enable them to flow
across platforms,” wrote Henry Jenkins
in Technology Review (2001).
4

Technological convergence
Public relations people must
understand other dimensions of
convergence beyond the
technological ones.
5

Cultural convergence
• Cultural hegemony
• Americanization
• Successful public relations
addresses the following:
• Attitudes
• Knowledge
• Behavior
• Participatory culture
6

Economic convergence
This vast network entails not just public relations but also the
following:
• Advertising
• Marketing
• Lobbying
• Emerging digital and social media services
7

Professional convergence
• Publicity and advertising can be used to support the marketing
of consumer products.
• Marketing tactics can be used to support public relations.
• Public affairs and government relations benefit from good
public relations with an organization’s stakeholders.
8

Professional convergence
If you place a hashtag in a TV ad,
you should know what will happen
when TV viewers jump platforms
from their TVs to other screens.
9

Divergence
Before diving headfirst into integration,
understand how public relations differs from
advertising and marketing in its goals.
10

Advertising
• Paid media space
• Sponsors
• Persuasion
• Advertising value: CPM
(cost per thousand
• banner ads
• pre-roll advertising
11

CPM
• Click through rate
• Search Advertising
• SEO
12

CPM Metric
Web analytics help track behavior as users move
from initial exposure to some target behavior, such
as making an online purchase.
13

Marketing
-- American Marketing Association
http://www.marketingpower.com/AboutAMA/Pages/DefinitionofMarketing.aspx
14
The activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients,
partners, and society at large

McCarthy’s Four Ps
1. Product
2. Price
• Market skimming
3. Place
• Marketing mix
4. Promotion
• Publicity
• Third-party credibility
• Word of mouth
15

WOMMA
Five principles for word of mouth marketing
• Credible
• Respectful
• Social
• Measurable
• Repeatable
16

Integration
• Lowe’s pinboard on Pinterest
• Sam’s Chowder House on Facebook
• American Eagle’s lingerie and apparel brand on
Instagram and Twitter
• Lego on YouTube
17

Integrated Marketing
Communication (IMC)
• IMC is used to generate sales revenue.
• IMC integrates advertising, marketing, and related communication
functions.
• With the rise of digital media, consumer options for interaction
with organizations increased.
• Communicators needed to think differently about the people with
whom they were attempting to communicate.
18

The Four Cs
Lauterborn introduced the four
Cs.
• Consumer
• Cost
• Convenience
• Communication
19

Hybrid functions
The most effective public relations people have always been good
storytellers.
• Good stories, told well, make complex organizations and ideas
understandable.
Content marketing
• A public bombarded by information
In-bound marketing
• Content Marketing Institute: “The essence of this content
strategy is the belief that if we, as businesses, deliver consistent,
ongoing valuable information to buyers, they ultimately reward
us with their business and loyalty.”
20

Case Study
Red Bull’s Content MarketingStrategy
• How does Red Bull utilize
YouTube?
• What content is used to relate to
the target audience?
• What does the content tell you
about the target audience?
21

How public relations
is different at its core
• Organization (beyond offerings)
• Publics (beyond audiences)
• Relationships (beyond sales)
22

Ethics
Free flow of information
• September 11, 2013, the New York Times published an op-ed
piece by Russian President Vladimir Putin.
• The convergence of media technology and culture
• Transparency and relationship building
• Participatory media
23

Summary
• Define different forms of convergence.
• Analyze how convergence affects public relations.
• Discuss how functions of advertising and marketing may be
integrated with public relations.
• Distinguish public relations from advertising and marketing.
• Discuss public relations’ role in the free flow of information in
society.
24

Chapter 3 - Convergence and Integrated Communication

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