Public Relations
Essays

Integrated marketing communications was a concept introduced in early 1990s that coordinates marketing aspects with promotional elements to improve the communication between a business firm and their costumers.

The map reveals that the definition of public administration is under the influence of government activity and historical context that began in the late 17th century with the rise of the modern state. Historical approaches include political theory of public administration postulated by Woodrow Wilson, public policy, classical approach of Gulick and Urwick, classical approach, scientific management of Taylor, Weber's bureaucracy and mayo's human relations approach. The discussion will identify the concept of leadership in public administration in relation to theories, concepts, and practices. The concept of leadership and its connection to other concepts like decision-making, unity of command, authority, and hierarchy, are of interest to this research. The discussion also explores the concept of public administration leadership in terms of best practices and ethical principles.

As I was growing up, my mother used to tell me, "in the final analysis, what will be most important is how you impacted on the lives of others." I can't think of any other profession that gives an individual an…

Andrews, Edmund. "Economy adds 169,000 Jobs but the impact of the hurricane not yet felt." The New York Times. Business News. September 2, 2005. http://www.nytimes.com/2005/09/02/national/nationalspecial/02cnd-econ.html

The introduction of the Internet has changed the face of global commerce and thus the role of public relations. Only through the use of the unfiltered medium of the Internet could Martha Stewart issue a Christmas letter…

The origin of the concept of public relations is seen in the actions of publicists engaged in the campaign for circuses, theatrical performances, and other public shows. The public relations have seen its growth as a…

The paper is a self assessment. The student took a formal test of emotional intelligence. The student received the scores back. There was an overall score as well as scores in more specific content and/or skill areas. The task was to contextualize and analyze the overall score as well as the individual scores.

Italy is a cultural hub of gender identity where issues of feminism and masculinism have been deeply entrenched for many years. For centuries Italy has been considered a more masculine country, though the majority of…

Introduction The breadth and depth of traditional and online marketing channels continues to proliferate. The greater the growth of these traditional and online channels, the more urgent the need to synchronize them all to a common objective corporate-wide (Caemmerer, 2009). The foundational elements of marketing including advertising, public relations, sales promotion and a myriad of other marketing activities all must integrate to a common objective to ensure consistency and focus (Kliatchko, 2005) As the characteristics, depth and extent of marketing strategies continue to become more complex and focused, the need for an integrated marketing communications (IMC) program and strategy become critical to the success of any firm. The intent of this analysis is to evaluate the components of an IMC, identify strategies that evaluate the effectiveness of an IMC, and analysis and provide recommendations on the value of each component of an IMC strategy. Defining Integrated Marketing Campaign Components From the most complex consumer-focused IMC strategies to those that are oriented from one business to another all share seven core components. These include the foundation or the specific definition of the product and market, including an assessment of consumer behavior and market dynamics (McArthur, Griffin, 1997). Additional components include the corporate culture, brand focus, consumer experience, communication tools, promotional tools and integration tools. Each of these seven components must be aligned across traditional or offline and digital online ones as well if an IMC strategy is going to attain tis objectives (McArthur, Griffin, 1997). Of these seven components of an IMC, the most critical is the corporate culture, as that will determine the extent to which an organization will willingly embrace change or not (Gonring, 1994). The influence of a transformational leader is critical for ensuring cultural alignment within an organization (Caemmerer, 2009). Transformational leaders have the ability to orchestrate the many aspects of an IMC strategy while also ensuring everyone responsible for its execution has a very strong sense of ownership and accountability of results (Howard, 2002) Studies of exceptional customer experiences also underscore how critical it is for a company to cultivate a strong customer-driven culture, as it serves as the foundation of successful integration of marketing strategies and tactics (McArthur, Griffin, 1997). Companies who excel at IMC strategies successfully combine foundational elements of marketing, galvanizing them with strong leadership and a culture that is strongly customer-driven. All of these factors together combine to also create a very strong brand focus, as exemplified by Disney's execution of IMC strategies and the resulting high levels of brand equity produced and maintained (Broadcasting & Cable, 2012). Additional IMC components include communication tools, promotional tools and integration tools. Taken together these are the unifying elements of any successful IMC strategy (McArthur, Griffin, 1997). They also act to galvanize strategies across offline and online communications and marketing channels. The communications tools are the most visible component of any IMC strategy, encompassing both offline or traditional media and online media channels (Gonring, 1994). The orchestration of these tools is essential for the development of a cohesive IMC strategy that is galvanized around the unique value proposition (UVP) of the company as well. Promotional tools are used for initiating a conversation or dialogue with prospective and existing customers, in addition to driving the initial public relations (PR), direct and e-mail campaigns, and personal selling strategies (McArthur, Griffin, 1997). Increasingly marketers are turning to smartphone-based advertising and messaging as well, using mobility-based platforms as part of their promotional initiatives within broader IMC-based strategies (Hongcharu, Eiamkanchanalai, 2009). Lastly, the unifying element of integration tools are more critical than ever, as traditional media, online and mobility strategies all must resonate around a common, galvanizing unique value proposition and series of communications objectives to achieve optimal performance (Kliatchko, 2005). In the next section of this analysis, strategies are defined to evaluate the effectiveness of an IMC strategy. Next, an analysis and series of recommendations are provided as to the value of each component of an IMC strategy.

This article examines the use of social networking sites in the business environment as these tools are increasingly being used for communication. The analysis begins with a discussion of the recent trends of the use of social media in business and the effects of this practice. The other issues addressed in the article are the types or forms of businesses that can use these sites for competitive advantage and ways of bolting up these sites to make them attractive for business users.