Visit PRSA 2015 International Conference sponsor Ketchum in the Product & Exhibit Hall.*
Integration, Integrated Marketing and Integrated Agency Teams are among the hottest buzzwords in PR and marketing today. Everyone is searching for the magic bullet — CMOs want strategic, integrated, omni-channel communications campaigns. But what does that really mean and what does it take to successfully create them? The need and importance for delivering a consistent message to consumers across multiple channels has created opportunities for agencies, and different departments within a single agency, to collaborate in order to achieve higher engagement with audiences and greater visibility. But how do we ensure that we’re presenting and delivering a cross-channel message to consumers that includes a blending of online and offline tools and tactics around a single marketing strategy? Furthermore, how do we ensure that in the name of “integration” we don’t water down channel-specific ideas so that the entire campaign levels out to bland or mediocre? The PR industry has won its seat at the table, so now how do we show our value?