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Integrated Communication in Public Relations

This learning unit explores the concepts and components of integrated communication in public relations, as well as the coordination between PR, marketing, and business management. It also delves into branding and its role in integrated communication, including brand characteristics, drivers of brand relationships, and the benefits of brand relationships. The KFC South Africa case study demonstrates how integrated communication contributed to the brand and supported its Corporate Social Investment initiatives.

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Integrated Communication in Public Relations

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  1. Public Relations PURE311 Learning Unit 4 Integrated Public Relations or Integrated Marketing Communication 5 May 2011

  2. DPR3-LU4- IntegratedCommunication Outcomes Understand the IC concepts Explain the theoretical components Discuss the primary areas where change and evolution necessitated integration Outline the evolution of IC Discuss the co-ordination between PR, marketing and business management Outline branding and its role in IC Explain brand characteristics Explain the drivers of brand relationships Discuss the benefits of brand relationships

  3. DPR3-LU4- IntegratedCommunication Homework/Class work 1 Student manual pp 122-124 1.1 Read and understand each concept in the definitions of IC by • Duncan (2001) • Niemann (2005) • Rensburg & Cant (2009) 1.2 Explain the focus of IC 1.3 Find an organisation/s on the Internet that exemplify/ies the three ways in which IC can be applied, as indicated by Hallanhan (in Toth, 2007) 1.4 Identify and explain the theoretical components of IC as identified by Rensburg & Cant (2009) 1.5 Explain the three primary areas where change and evolution made integration necessary, asidentified by Duncan (2006)

  4. DPR3-LU4- IntegratedCommunication Homework/Class work 2 Student manual pp 124-128 2.1 Understand each era of the time line for the evolution of integration in Table 8, pp 125-127 (Barker & Angelopulo,2006) Note how the focus on relationships shifted to building long-term relationships and brand loyalty, and how integrated marketing management shifted from a focus on Marketing to also including Public Relations and Business Management 2.2 Discuss the coordination between Public Relations, Marketing and Business Management according to Niemann (2005), Fox (2006), Dozier, Grunig & Grunig (1995), Newsom, Turk & Kruckeberk (2007), Grunig, Grunig & Ehling (1992), Bishop (2006), Du-Plooy-Cilliers (2003), Buckley (1967), Grunig & Grunig in Rensburg & Cant (2003) and Barker & Angelopulo (2006)

  5. DPR3-LU4- IntegratedCommunication Homework/Class work 3 Student manual pp 129-131 3.1 Understand branding and integrated communication by defining the concepts of brand, brand identify and image, and branding 3.2 Identify the tangible and intangible attributes of brand characteristics as sourced from Ouwersloot & Duncan (2008) in Table 9 on p129 3.3 Discuss the ten drivers of brand relationships which are at the heart of integrated communication as defined by Duncan & Moriarty, 1997 in Rensburg & Cant (2003) 3.4 Describe the benefits of brand relationships as sourced from Ouwersloot & Duncan (2008) and outlined in Table 10 on p130, specifically relating to benefits to the company and benefits to the customer

  6. DPR3-LU4- IntegratedCommunication Homework/Class work 4 Student manual pp 131-133 4.1 Read the case study on KFC South Africa: Hunger to Hope (World Hunger Relief) Campaign 2008 by Magna Carte and extracted from www.publicityupdate.co.za 4.2 Identify and summarise how integrated communication contributed to the KFC brand as well as supported its Corporate Social Investment (CSI) initiative • Integrated communication is at the heart of Public Relations • Public Relations works with other management functions to contribute to overall organisational success • PR establishes and maintains communication systems and structures to support strategy, strategic planning and management and strategy implementation through programmes and campaigns

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