PRSA Tag

13 Apr

Posted at 08:48h in IMC, Integrated Marketing by
PRSA_RGB_234781Advising and empowering fellow professionals in the PR and marketing industry is an honor and passion of mine. It was fun develop an online course for  PRSA  to help position professional communicators to oversee integrated marketing communications (IMC) campaigns. This course gives professionals the tools to put together successful, integrated campaigns.
The following is a summary of the five in-depth lesson modules included in this e-learning course.
  • MODULE 1: Introduction to Integrated Marketing Communications (IMC): Master the Key Components of Every Campaign Learn the definition of IMC, the building blocks of a successful IMC campaign and the starting motivations for developing one.
  • MODULE 2: Defining Key Audiences: Identify Audiences Within the Buying Cycle Review the historical evolution of audiences and the implications, how to define an audience, the buying cycle process and the motivation behind personas.
  • MODULE 3: Leveraging SWOT Analysis: Ensure Strategic Consistency Understand the purpose of a SWOT analysis and how to implement the findings, as well as the integrated strategy purpose.
  • MODULE 4: Syncing Tactics: Align Messaging Channels and Linked Tactics Go over messaging channels and media components and the purpose and execution of tactics used.
  • MODULE 5: Measuring Performance: Analyze Qualitative and Quantitative Data A cohesive look at measuring objectives, responses and performances of campaigns.

13 Mar

Posted at 09:37h in IMC by

Here is an excerpt from my article on the PRSA ComPRehension blog. A link to the full article is below. Enjoy!  Although most marketers accept that integrating marketing communications is a powerful approach, campaigns today seldom realize the full power of the methodology commonly known as...

13 Oct

Posted at 06:23h in IMC by
IMCI'm always amazed at the ability of PR people to accomplish things in about a third of the time it would take the rest of us. But I think it's a necessity. News moves practically at the speed of light these days. Trying to stay ahead of that cycle (which is what public relations professionals have to do) takes a giant amount of energy, alacrity and mojo. I was incredibly honored to be asked to speak at the PRSA International Conference yesterday. True to form, the staff asked me to present an overview of Integrated Marketing Communications, or IMC. In an hour. I did a webinar version of this talk in August, and the general consensus after that session was they wanted less "what and why" and more "how to." Makes sense right? There's very little time to look at the pretty train and enjoy the comfortable seats. No my friends. The train has left the station and PR people are leaping on the roof, dashing into the cars and at times hanging onto the caboose with their fingertips.  I love that energy! I'm not entirely sure I delivered what they needed yesterday. Technology was not on my side and I probably tried to present way too much information. (Here it is on Slideshare if you're interested) It's hard to say. Here's what I'm really hoping they took away from all my mumbo jumbo: