With integrated marketing communications, the focus is usually on which platform you’re using or how you’re adapting to industry changes. But despite all the integrated PR news and happenings, one traditional, important staple remains true:
All messages should be consistent and relevant at all times. (Click to tweet!)
Messages should be reinforced consistently across all communications function – be it a post on Facebook or a press release about a new hire.
In addition to messages being consistent, you should also make sure they’re understandable. The best integrated communications messaging is concise enough that all stakeholders understand the brand.
As a new pro, you’ll impress supervisors if you can understand the fundamentals behind this new PR world. Here are some integrated marketing tips to help you get in the know on this important subject.
Everyone in an organization, be it a CEO or intern, must be on the same page on the five Ws: who, what, when, where, and why. This will ensure the outgoing messages are concise and understandable.
If you’re starting a new job but want to comprehend your company’s five Ws, answer each question specifically about your company, ask your supervisor to review your answers, then post them on your wall. The more you integrate yourself into the company – and test your knowledge – the more likely you are to be called on for important tasks.
Taylor Swift may win at social media by using each platform differently, but this doesn’t always work for everyone. For nearly every business, brand uniformity on all channels is important.
The content doesn’t always have to be the same, but little things like using the same filters for each platform ensure consistency.
Some see the world in Valencia and others view it in Lo-Fi. The brand should have a noticeable aesthetic. For example, Conscious Magazine is a winner in my opinion for having beautifully curated social media accounts. They can be found @cmagazine on Twitter and Instagram.
As an organization, there should be a hashtag that links your conversations together across all social media channels. Hashtags help us discover content curated internally and from members of target audiences.
A company should choose theme colors to be used across all platforms that are on-brand and consistent. Colors have meaning and subconsciously communicate with the audience, so it’s no coincidence that the leading fast food restaurants all use red, yellow, and green in their color schemes.
Why? Red triggers stimulation, appetite, hunger, and garners attention. Yellow communicates feelings of happiness and friendliness. Green sends a message of nature and relaxation.
When creating assets like images and logos, organizations should use that chosen color scheme across all communications functions.
As a PR pro, I know nothing can come to proper fruition without planning. The most successful pros – and companies they work for – are always two steps ahead and have a plan for every situation. There should be a planning around National Holidays, potential crises, upcoming company and client announcements, editorial calendars, etc.
Public relations is constantly evolving because of new technology and convergence. Transparency is integral to combating negative stereotypes people have of the industry. And, in order to be transparent, all the functions of communications (public relations, marketing, and advertising) need to correctly reinforce a company’s open, cohesive and honest message clearly across all channels.
Tiffany Woo is an Account Coordinator at NRPR Group, which is a public relations and social media marketing agency in Beverly Hills, CA. She has a goal of becoming one of the public relations industry’s top practitioners. Find her on Instagram, Twitter, and LinkedIn.