Discussion Post I: Public Relations
What is the role of public relations within an organization's integrated marketing communications (IMC) plan? Evaluate how the success of a PR campaign can be measured. Support your position. Incorporate concepts and examples from this week's lecture in your post.
Class, our first discussion focuses us on the topic of public relations, and how it can be used in a brand's IMC.
As you consider this topic, keep in mind that public relations (PR) encompasses a variety of tactics, some of which may be more fitting for a specific brand campaign than others. Also keep in mind that publicity is not the same thing as public relations; rather, publicity is one aspect of public relations. When it comes to integrating PR into a brand's IMC, marketers typically will focus on marketing public relations (MPR) and publicity.
Discussion Post II: Content Marketing
An increasing trend in marketing communications is to use "content marketing." Discuss the components of content marketing described in the article by John Rampton (a Forbes Contributor) and in your own words how each component contributes to the integrated marketing communications (IMC). Support your position.
Here, we turn our attention to a popular trend in IMC: content marketing. Rampton (2016) identifies what needs to be addressed in order to implement an effective content marketing campaign; let's discuss these, and other important insights that you have found in your further research on the topic.
The response must include a reference list. Using one-inch margins, double-space, Times New Roman 12 pnt font and APA style of writing and citations.
Reference
• Rampton, J. (2016, October 2). 5 key components to a successful content marketing campaign.
• Textbook: Ogden, J. R., & Ogden, D. T. (2014). Integrated marketing communications: Advertising, public relations, and more. San Diego, CA: Bridgepoint Education, Inc.
o Chapter 7: Public Relations
o Chapter 12: Trends in IMC
• Articles: Breaking (some of) the rules during a crisis. (2006). PR News, 62(34), 1. Retrieved from the ProQuest database
• How to...pitch a blog. (2006). PR News, 62(34), 1. Retrieved from the ProQuest database.
• Ovaitt, F. & Jeffries-Fox, B. (2006). Tip sheet: In an eventful time, what's the sponsor's ROI? PR News, 62(36), 1. Retrieved from the ProQuest database.
• Rampton, J. (2016, October 2). 5 key components to a successful content marketing campaign.