Communication

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Integrated Communication
THE INTEGRATION OF THE PUBLIC RELATIONS TO THE
LIFE OF THE ORGANISATIONS
Dr. Thomas Barat Professor of Corporate
Communication Budapest College of
Management Educational Director, European Media
and Communication Institute
Romanian Public Relations Conference Bucharest
07. 08. 11. 2005.
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Integrated Communication
The main problem is Some CEO are
thinking Public Relations 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?
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Integrated Communication
The short answer is Integrated
Communication and the detailed answers are as
follows
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Integrated Communication

• Integration
• What does it mean?
• Etymology Latin integratus
• to form, coordinate, or blend into a functioning
  or unified whole
• to find the integral of (as a function or
  equation)
• to unite with something else b to incorporate
  into a larger unit
• to end the segregation of and bring into equal
  membership in society or an organization
• Merriam-Webster Online Dictionary

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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 ltthe function of pheromones in
insect communicationgt also exchange of
information b personal rapport lta lack of
communication between old and young personsgt 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
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Integrated Communication
What does it mean? In practice
Communication
Integration
To form, to coordinate a verbal or written
message
To bring into equal the message of the
different part of the organization
Integrated communication To establish the mutual
beneficial relationship among the different parts
of an organization. To achieve the targeted
interest of the organization through unified
integrated communication.
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Integrated Communication
MANAGEMENT
PR
Human Relations
Marketing
Corporate PR
Personal Marketing
Employee Relations
Product
Place
M
HR
Labour
i
i
Org.an. Developm.
Consumer Relations
Price
Promotion
Owners
External
Internal
M i Market influence HR i Human Relations
influence
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Integrated Communication
The basis for the model of an organization
Reputation
The elements of the Integrated communication
The elements of the corporate management
Marketing
PR
HR
Corporate Identity Image
Corporate Tactics
Corporate Strategy
Corporate Culture Corporate Philosophy (Mission
Statement)
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Integrated Communication

• The main elements
• Marketing communication advertising
• The conscious organisation of the sales
  actvivity of a company.
• Market influence.
• 2. Public Relations
• The conscious organisation of communication.
• 3. Human Relations
• The conscious organisation of the internal
  relations of an organization.

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Integrated Communication
Owners
General Assembly Meeting
Board President
Board of the Directors
Strategical level
Tactical, operative level
CEO
Management
Production Director
Financial Director
Communication / PR Director
Commercial Director
Marketing Director
HR Director
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Integrated Communication
Higher -Turnover - Reputation, -
Effectivity, - Profit
Management functions
Marketing Public Relations Human Relations
Result
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Integrated Communication

• The task of the public relations is
• To inform your internal and external environment,
• To make your aims, and goals understandable,
• To coordinate the behavior between the
  organization and its environment, and vice versa.
  

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Integrated Communication
Thank you for your kind attention