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A presentation that I developed for "mock classes" at Curry College on "Accepted Student Day" and designed to give students (and parents) a sense of how our classes run.
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Kirk Hazlett,Kirk Hazlett, APR, Fellow APR, Fellow PRSAPRSA
Associate Professor of CommunicationAssociate Professor of Communication&&
Coordinator of the Public Relations Coordinator of the Public Relations ConcentrationConcentration
Faculty Adviser,Faculty Adviser,
Curry College Public Relations Student Curry College Public Relations Student AssociationAssociation
A Little About KirkA Little About Kirk
35+ years' federal government and 35+ years' federal government and nonprofit nonprofit
organization PR experience. PR for member organization PR experience. PR for member
services and healthcare organizations services and healthcare organizations
ranging from Blood Bank of Hawaii to ranging from Blood Bank of Hawaii to
Honeywell Corporation to Medical Area Honeywell Corporation to Medical Area
Service Corporation to Boston Harborfest. Service Corporation to Boston Harborfest.
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INTEGRATED INTEGRATED
MARKETING MARKETING
COMMUNICATIONSCOMMUNICATIONS
Working and WinningWorking and Winning
Together as CommunicatorsTogether as Communicators
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In the Beginning…In the Beginning…
Advertising
Use of paid, controlled
media to influence the
actions
of targeted publics
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And there was…And there was…
Marketing
Researching, creating, refining,
promoting a product or service;
distributing that product or service to
targeted consumers
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And there was…And there was…
Public Relations
Management of relationships between an organization and
publics that can affect its success.
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Integrated Marketing Integrated Marketing CommunicationsCommunications
Advertising Public RelationsMarketing
Integrated Marketing Communications is just that…the merging together of marketing, advertising, and public
relations.
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Integrated Marketing Integrated Marketing CommunicationsCommunications
• An effort by advertising agencies to An effort by advertising agencies to
add public relations tools into their add public relations tools into their
client service mix.client service mix.
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Why??Why??
• Need for cost-savingsNeed for cost-savings
• Benefits of synergyBenefits of synergy
• Impact of public and social policy Impact of public and social policy
issuesissues
• Rise in relationship marketingRise in relationship marketing
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Benefit of IMC TacticsBenefit of IMC Tactics
•You can generate more buzz You can generate more buzz about the product using IMCabout the product using IMC..
1111
TodayToday
• Clients want more than just advertising Clients want more than just advertising
and marketing.and marketing.
• They also want the credibility that comesThey also want the credibility that comes
through third-party endorsement.through third-party endorsement.
• For For thatthat, they need , they need public relationspublic relations..
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In Integrated Marketing Communications, We’re
All…