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Monday 21 March 2016

We need to get rid of Integrated PR!

Now that I have your attention, let me explain this.

An 'integrated PR campaign' according to the CIPR is 'a campaign which demonstrates the integrated use of communications, including marketing and advertising, which is led by public relations in order to achieve its objectives'. Ok, fair enough so far. An integrated campaign consists of PR, Marketing and Advertising strategies. Brilliant! The point that is being missed here that this is reality already. The name 'integrated' is simply outdated.

The lines are blurring. What about the PESO model? Paid, earned, shared and owned media. Who is responsible for that? Marketing because of the paid part? PR because of the earned part? See where I'm going with this?
Source: www.PRweek.com
Plus, have you tried to find a job as PR Manager/Executive? Yep, it's difficult. Many job offers are called 'PR & Marketing Manager/Executive'. Now what? You don't apply to jobs that have marketing in it if you're a PR pro? Of course you do because the responsibilities are not that different!
Source: www.online-income.xyz


I am also currently working on a project with my former lecturer to analyse how the careers in Marketing, PR, Advertising and Journalism (yes!) are converging. We are building a database with all Solent alumni in the respective jobs from the last years. We then check which responsibilities (PR, Marketing etc.) these jobs contain. 

In the past I noticed that often PR and Marketing acted as opponents because the responsibilities were not clear. Many Marketing people want to see PR as a part of Marketing while PR wants to be independent from all this.

We have to stop this and start working together to achieve our best results for our clients and companies. This doesn't work as long as we have separate PR-, Marketing- and Advertising-departments. The solutions are 'integrated' courses at university (such as the 'new' PR Masters at Solent University which as of 2016 will be known as Master of 'PR and Multimedia Communications'). Integrated PR & Marketing Agencies will be the future.

Read more here.

PS. PR rocks! ;)
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3 comments:

  1. Richard Bailey21 March 2016 at 18:34

    Good post - and what an interesting project.

    I've also scanned through hundreds of contacts on LinkedIn to find an almost endless variety of job titles held by PR graduates within the PR/marketing/digital/social space.

    I'd be very interesting in seeing the results of your research project.

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    Replies
    1. Frieda21 March 2016 at 18:45

      Thank you, Richard! Too bad I am not a student anymore, the Best PR Student Blog was always a great motivation to blog! :)
      Catherine is the 'client' in this project, I am merely the technical implementer. However, I'd be happy to keep you updated or Catherine, respectively.

      Delete
  2. Dardy Lacy18 December 2020 at 12:26

    Thanks for your post! Really interesting blogs. Seven Media is a Top PR agency in Dubai, a company with a clear vision and is always the forerunner for progressive approach and implementations towards the latest technology. A company that goes the extra mile to provide great service, Best social media agency, great experience to work with this Organisation.

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