“Integrating PR” is the title of a presentation I’ve just uploaded to slideshare. Subtitled “How integrated marketing communications can save public relations” it outlines the opportunities for public relations, the obstacles preventing PR from meeting its potential, and the solutions for both PR as a function, and for professionals looking to move up in the industry.
In a nutshell, I explain three points.
- Why public relations, and reputation management more broadly, have been displacing advertising in the marketing mix because of its effectiveness at creating credibility.
- However, the PR industry has been badly run, sometimes catastrophically unethical, and has lacked measurably goals aligned to client needs.
- The solution is to centre corporate reputation management on clear outcomes. Ideally these should be related to the intangible value of a consistent brand experience.
It’s a presentation I given to MBA students at Sheffield University Management School, which runs one of the few MBA programmes to involve a compulsory semester-long course on Integrated Marketing Communications. For those who won’t know it, Sheffield has a triple-accredited business school, making it arguably part of the top half-percent of business schools worldwide. It has a world-class reputation for high quality teaching, ground-breaking research and cutting-edge thinking, and it part of Britain’s elite Russell Group of research-driven universities.
There’s nothing topical in the presentation, but also nothing too outdated in it (considering that the slides are actually several years old). What would you add to it?