Integrated Communication THE INTEGRATION OF THE COMMUNICATION TO THE LIFE OF THE ORGANISATIONS Dr. Thomas Barat Professor of Corporate Communication Budapest College of Management
Integrated Communication The main problem is: Some CEO are thinking : „ P ublic R elations 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?
Integrated Communication The short answer is: Integrated Communication and the detailed answers are as follows:
Integrated Communication <ul><li>Integration </li></ul><ul><li>What does it mean? </li></ul><ul><li>Etymology: Latin integratus </li></ul><ul><li>to form, coordinate, or blend into a functioning or unified whole </li></ul><ul><li>to find the integral of (as a function or equation) </li></ul><ul><li>to unite with something else b: to incorporate into a larger unit </li></ul><ul><li>to end the segregation of and bring into equal membership in society or an organization </li></ul><ul><li>Merriam-Webster Online Dictionary </li></ul>
Integrated Communication Communication What does it mean? 1 an act or instance of transmitting 2 information communicated b: a verbal or written message 3 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
Integrated Communication What does it mean? In practice: Integration Communication T o form, to coordinate a verbal or written message T o bring into equal the message of the different part of the organization Integrated communication To establish the mutual beneficial relationship among the different part s of an organization . To achieve the targeted interest of the organization through unified integrated communication.
Integrated Communication Product Price Place Promotion i Marketing PR Human Relations External i MANAGEMENT Personal Marketing Org.an. Developm. Labour Corporate PR Consumer Relations Employee Relations Owners M i = Market influence HR i = Human Relations influence HR M Internal
Integrated Communication The basis for the model of an organization: Corporate Culture * Corporate Philosophy (Mission Statement) Corporate Strategy Corporate Tactics Corporate Identity * Image Marketing HR PR Reputation The elements of the Integrated communication The elements of the corporate management
Integrated Communication <ul><li>The main elements: </li></ul><ul><li>Marketing communication – advertising </li></ul><ul><li>Th e conscious organisation of the sales actvivity of a company. </li></ul><ul><li>Market influence. </li></ul><ul><li>2. Public Relations </li></ul><ul><li>Th e conscious organisation of communication. </li></ul><ul><li>3. Human Relations </li></ul><ul><li>Th e conscious organisation of the internal relations of an organization. </li></ul>
Integrated Communication Production Director Financial Director Board President Communication / PR Director Commercial Director Marketing Director HR Director Owners CEO General Assembly Meeting Board of the Directors Management Strategical level Tactical, operative level
Integrated Communication Management functions Marketing Public Relations Human Relations Higher: -Turnover - Reputation, - Effectivity, - Profit Result
Integrated Communication <ul><li>The task of the public relations is: </li></ul><ul><li>To inform your internal and external environment, </li></ul><ul><li>To make your aims, and goals understandable, </li></ul><ul><li>To coordinate the behavior between the organization and its environment, and vice versa. </li></ul>
Integrated Communication Thank you for your kind attention