Friday, January 21, 2011

Integrated Strategic Communications.

I think this picture sums it up in the simplest, easy-to-understand cartoon ever. I never realized exactly how integrated, yet completely different Public Relations, Advertising, Branding and Marketing were until I jumped in head-first with the acquisition of my first internship. A lot of my non-journalistic friends (and parents for that matter) have a difficult time truly understanding the concept of PR, even after my somewhat redundant attempts to explain (with examples).

At my first internship, I worked on a beauty account at a very small PR agency nestled in the heart of downtown Dallas. I remember one my first assignments being to look through beauty magazines for coverage of our client, a hair product line. And they called this work? I do this for fun. During my search however, I got extremely excited as I saw nearly 5 mentions of the brand and dog-eared the pages. When I took the magazines to my supervisor, she kind of gave me a look like, “uh no! Negative. Didn’t I ask for coverage?” To my surprise, magazines that I thought were loaded with “coverage” had absolutely none. Yeah, I dog-eared the advertisements. It was then that I realized that the job isn’t that easy. Advertisements are virtually, easily placed. Heck, they’re paid for. The real work is getting someone to take a product and find enough interest in it to place it in their publication. For free. So in essence, I “advertised” this product to these writers so they can, in essence, “advertise” it to readers, but with a news value? Oh, okay. So I’m pretty much “marketing” or attempting to promote/sell this product for the client as well? Got it. I understand the stale faces that result from my explanations now.  It’s actually a somewhat complicated, all inclusive sort of business. And frankly, it’ll remain one that puts stale faces on non-journalistic people’s faces.

I currently intern in the fairly new, Moroch|PR department of Moroch Partners, a very well known, established advertising firm. My first impression: This place is huge! Moroch is the epitome of integrated communications. The company is all encompassing. The ads are done there; the PR is done there; the marketing, done there. Work for each client is passed around the company like a hot potato. Each department adds their expertise. It’s really quite astounding. I’d like to take this time to tip my hat (as though I were really wearing one) to all of the company’s who are able to successfully integrate all of these various aspects of product promotion, while keeping the jobs totally unrelated. Kudos. 

No comments:

Post a Comment