Integrated Communications and Practitioners' Perceived Needs

Rose, Patricia B.; Miller, Debra A.

doi:10.1177/107769589304800103

Cited by 16 publications

(7 citation statements)

References 4 publications

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“…Responding to an integrated marketing communications survey, both advertising and public relations professionals believe that public speaking and oral presenting are an important educational area (Rose & Miller, 1993). Not surprisingly, Guiniven's (1998) public relations practitioners also rated good oral communication skills as "very important."…”

Section: Oral Presentation Skills and The Advertising Curriculummentioning

confidence: 99%

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Integrating public speaking into the advertising curriculum

Golombisky

2016

Journal of Advertising Education

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Section: Oral Presentation Skills and The Advertising Curriculummentioning

confidence: 99%

“…• IMC professionals in advertising and PR say public speaking and oral presenting are important (Rose & Miller, 1993).…”

Section: The Introductory Unitmentioning

confidence: 99%

Integrating public speaking into the advertising curriculum

Golombisky

2016

Journal of Advertising Education

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“…Contextualising dLife in the changing media landscape dLife's business model places the company within the ongoing debate about the future, practicality, and applicability of IMC. As consumers shift away from mass media, fragment into highly specialized groups, and information technology advances, IMC has emerged as one of the most debated and controversial topics in the field of mass communication (Harris, 1993;Griffin and Pasadeos, 1998;Rose and Miller, 1993;Schultz and Kitchen, 2000). Generally, IMC involves merging communication functions like public relations, advertising, and marketing under a single organizational unit to bring synergy to the marketing effort, a format dLife embraces (Moriarty, 1994).…”

Section: Introductionmentioning

confidence: 99%

Living the sweet (d)Life: public relations, IMC, and diabetes

Stokes

2009

Journal of Communication Management

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Purpose -This paper aims to analyze dLife, an integrated media network dedicated to empowering Americans living with diabetes. It shows how dLife's use of integrated marketing communications (IMC), particularly the public relations component, represents an emerging direction in health product and services marketing. Although some have been skeptical about IMC and specifically the public relations role within it, the paper aims to argue that public relations, through sponsorships, helps organizations interested in IMC to create new types of relationships with marketers and patients. Design/methodology/approach -To demonstrate public relations' importance in IMC, dLife's relationship with the changing health marketing landscape is contextualized. Constitutive and empowerment theory is employed to frame a rhetorical analysis of dLife's efforts to target marketers and patients. The rhetorical analysis demonstrates how dLife's rhetorical choices help to shape marketer strategy, patient identity and discursive behavior. Findings -The paper finds that dLife's use of public relations as part of its IMC approach helps to create more engaging disease education yet increases commercial content in patients' lives. It further theorizes the role of public relations within the IMC framework, an area that has been neglected in scholarship.Research limitations/implications -This is a rhetorical study that should be complemented by empirical methods in order to comprehensively explore the IMC/health information issue. Practical implications -The paper demonstrates to practitioners how public relations sponsorships used in IMC build trust and boost education and awareness among target audiences. The paper also cautions that public relations practitioners' use of IMC may privilege corporate interests over patient concerns. Originality/value -This is the first research study of a corporation's use of public relations sponsorships as part of an overall IMC strategy.

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“…Furthermore, some professors are combining the two fields of study and suggesting that students should become familiar with both fields before they enter the job market (Pasadeos, 2000). Many employers believe that advertising and public relations work better collaboratively and are combining the fields in practice (Griffin & Pasadeos, 1998;Rose & Miller, 1993).…”

mentioning

confidence: 99%