Integration of PR and Marketing The main benefits to using integrated marketing communications or IMC is that it is essential and cost effective to an organization. In addition, IMC addresses the issue of the four different messages that an organization needs to be aware of so it can control or at least influence. Also, there are six steps that if followed will effectively integrate public relations and marketing in order to meet an organizations goals. …
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showed last 75 words of 1030 total
…take criticism to help meet the company objectives. Bibliography Miller, Debra A.; Rose, Patricia B. Integrated communications: A look at reality instead of theory. Public Relations Quarterly, Spring94, Vol. 39 Issue 1, p13,4p,2bw. Moriarty, Sandra E. PR and IMC: The benefits of integration. Public Relations Quarterly, Fall94, Vol. 39 Issue 3, p38, 7p, 1bw. Niederquell, Michael O. Integrating the strategic benefits of public relations into the marketing mix. Public Relations Quarterly, Spring91, Vol. 36 Issue 1, p23, 2p, 1bw.