PR and IMC: the benefits of integration. (public relations; integrated marketing communication): An article from: Public Relations Quarterly

This digital document is an article from Public Relations Quarterly, published by Public Relations Quarterly on September 22, 1994. The length of the article is 4713 words. The page length shown above is based on a typical 300-word page. The article is delivered in HTML format and is available in your Amazon.com Digital Locker immediately after purchase. You can view it with any web browser.

From the supplier: Integrated marketing communications (IMC) is the amalgamation of such practices as public relations, marketing, advertising and promotion. Since its conception, IMC has evolved, with several theories and practices already in development. The IMC models that are more interesting to public relations professionals include University of Colorado IMC program director Tom Duncan's IMC Message Typology, the IMC Synergy Model, his approach to zero-based planning and the IMC Audit. The IMC Message Typology identifies four types of messages that organizations need to know: planned, inferred, maintenance and unplanned messages. On the other hand, the IMC Synergy Model identifies three elements of intergration: consistency, interactivity and mission. The zero-based annual planning approach begins with a clean slate by eschewing communication plans and budgets that were used the year before. It first sets the communication objective before finding the proper method.

Citation Details
Title: PR and IMC: the benefits of integration. (public relations; integrated marketing communication)
Author: Sandra E. Moriarty
Publication:Public Relations Quarterly (Magazine/Journal)
Date: September 22, 1994
Publisher: Public Relations Quarterly
Volume: v39 Issue: n3 Page: p38(7)

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