Integrating Communications - PowerPoint PPT Presentation

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Integrating Communications

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Integrating Communications Key Words Stakeholders Relationships Reputation/Image Competitive Advantage Cause or Mission Marketing Marketplace Trends Proliferation of ... – PowerPoint PPT presentation

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Title: Integrating Communications


1
Integrating Communications
2
Key Words
  • Stakeholders
  • Relationships
  • Reputation/Image
  • Competitive Advantage
  • Cause or Mission Marketing

3
Marketplace Trends
  • Proliferation of brands and products
  • 4 Ps no longer provide USP
  • Too many messages
  • Increasing distrust of business
  • Deparmentalization/specialization

4
Marketplace Trends
  • Decreasing message impact and credibility
  • Decreasing cost of using databases
  • Increasing client expertise
  • Increasing mergers and acquisitions of MC
    agencies
  • Increasing cost of mass media
  • Increasing media fragmentation

5
Traditional MC and IC
Traditional
New
  • Transactions
  • Functional organization
  • Specializations
  • Mass marketing
  • Stable of agencies
  • Customers
  • Mass Media
  • Ads Promotions
  • Cause Marketing
  • Adjust prior plan
  • Relationships
  • Cross-functional org.
  • Core Competencies
  • Data-driven marketing
  • CMO agency
  • Stakeholders
  • Purposeful interactivity
  • Strategic consistency
  • Mission marketing
  • Zero-based planning

6
IC
  • Cross-functional approach for managing
    profitabale, long-term relationships
  • Bringing people and corporate learning together
  • In order to maintain strategic consistency in all
    communications
  • Encourage and facilitate purposeful dialogues
    with customers and other key stakeholders
  • Create awareness and commitment to the corporate
    mission.

7
Relationship Building
  • Key element of IC
  • Not just with customers

Knowing Responsive Trusting Affinity
Consistent Likeable Accessible Committed Co
nstructs determining strength of relationships
8
Communication
Relationships
Stakeholder Support
Brand Equity
9
Planned Messages
Say
Product, Service Messages
Unplanned Messages
Confirm
Do
The Integration Triangle - Does behavior confirm
what organization is saying?
Duncan, T. and Moriarity, S., Driving Brand Value
10
Drivers of IC
  • Focus on stakeholders
  • Focus on relationships more than transactions
  • Strategic consistency process
  • Interactive process
  • Mission Marketing process

11
Drivers of IC
  • Zero-based planning process
  • Cross-functional team infrastructure
  • Core competency infrastructure
  • Database infrastructure
  • IC agency infrastructure

12
IC
  • Really about integrating all communications
    functions
  • Marketing
  • Organization
  • Management

13
Strategy
Identity
Image
Common Starting Points
Organizational Communication
Marketing Communication
Management Communication
van Riel, C., Principles of Corporate
Communications
14
Evolutionary Integrated Communications
  • Stage 1 Integration Awareness
  • Proposition the greater the degree of change on
    the existence of specific market pressures, the
    grater the likelihood that integrated marketing
    communication will emerge
  • Stage 2 Integration Image Integration
  • Need for consistency message, look and feel.

Duncan and Caywood
15
  • Stage 3 Integration Functional Integration
  • Greater degree of involvement among still
    traditionally separated areas.
  • Stage 4 Integration Coordinated Integration
  • Barriers starting to disappear, each function
    becoming more equal.

16
  • Stage 5 Integration Consumer-Based Integration
  • The value of a refined customer and prospect
    database. Elements begin to work together.
  • Stage 6 Integration Stakeholder-Based
    Integration
  • IMC becomes more broadly defined to become
    integrated communications.

17
  • Stage 7 Integration Relationship Management
    Integration
  • A fully integrated communication strategy
    reaching all stakeholders brings communications
    professionals into contact with all management
    functions.

18
CORPORATE COMMUNICATIONS
  • Management Communication
  • senior managers to internal and external groups
  • Marketing Communication
  • advertising, direct mail, personal selling, etc..
  • Organizational Communication
  • PR, public affairs, investor relations, corporate
    advertising, etc...

19
MANAGEMENT COMMUNICATION
  • Develop a shared vision of the company/organizatio
    n
  • Establish and maintain trust in leadership
  • Initiate and manage change process
  • Empower and motivate employees

20
ORGANIZATIONAL COMMUNICATION
  • All forms of communication used by organization
    other than marketing communications
  • Most commonly Public Relations
  • Directly primarily at target groups
    (stakeholders) other than customers
  • Less obvious in attempts to influence behavior
  • Spend about 1/5 the amount spent on marketing
    communications

21
MARKETING COMMUNICATION
  • Communication efforts supporting sales of
    goods/services
  • Advertising usually recognized as dominant
    element
  • Largest share of communications budget used here

22
Marketing Communications Tools
Planned Communication Directed Toward Consumers
Primarily
  • Advertising
  • Sales Promotion
  • Product Public Relations
  • Direct Mail
  • Sponsorship
  • Personal Selling

23
Public Relations Communication
Often Unplanned Communication Due to Stakeholders
Raising Issues, not Organization
  • Media Relations
  • Employee and Member Relations
  • Community Relations
  • Public Affairs and Government
  • Relations
  • Consumers, Environmentalists
  • Investor Relations

24
INTEGRATING COMMUNICATION
  • So that management can harmonize all consciously
    used forms of internal and external communication
    as effectively and efficiently as possible in
    order to create a favorable basis for
    relationships with groups upon which the company
    is dependent.
  • Cees B. M. van Riel

25
Barriers to Integration
  • Ego and turf battles
  • Uneven compensation and reward systems
  • Lack of corporate discipline to put customer
    first
  • Absence of databases and accompanying technology
  • Lack of an internal communication system to help
    with cross-functional planning
  • Lack of a core competency in marketing
    communication

26
Barriers to Integration
  • Lack of understanding of importance of
    stakeholders
  • Lack of agreement on marketing and marketing
    communication objectives
  • Overdependence on mass media
  • Lack of understanding of how to use one-to-one
    media
  • Functional areas not used optimally for overall
    good of organization in building and sustaining
    customer relationships

27
Organizational Differences
  • Marketing Public Relations - Integrating PR with
    Advertising
  • Public Relations Under Marketing
  • Integrate all Communications Functions Using
    Marketing Theories for Planning and Managing
  • Integrating all Communications Functions Through
    Public Relations Function

28
Obstacles to Integration and Potential Solutions
Solution
Obstacle
  • Turf battles between functional areas
  • Managers background/expertise
  • Organizing and planning an integrated marketing
    effort
  • Information sharing
  • Leadership and Infringement -
    budgets - public relations
  • Ethical issues

Re-engineering

Hire generalists rather than
specialists Clear goals unified approach

Strong information culture Zero based
communication planning
Recognizing stakeholder base
Clear mission and policy directions
29
Benefits of Integration
  • Gives a better process for acquiring, retaining
    and growing customers
  • Adds value through facilitating customer
    recourse, feedback, recognition
  • Enables brands to be more knowledgeable of
    customers and therefore more responsive
  • Gives a process for making brand communications
    and company more human, personal

30
Ensuring internal understanding and external
acceptance
Understanding
Schultz, M., Ervolder, L., Hulten, J., The
Integration Between Corporate Culture, Identity
and Image The Emergence of a New Industry?,
Working Paper, Copenhagen Business School (1997).
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