IMC Strategic Process for Public Relations Success
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The IMC Strategic Process in PR
The Integrated Marketing Communication (IMC) approach ensures that "what the company does" matches "what the company says." In PR, this is the blueprint for building reputation and legitimacy.
The 10-Step Strategic Framework
1. Situation Analysis (SWOT)
Theory: Analyzing internal/external environments to identify reputational risks and ethical pressures.
PR Significance: Actions must be based on real risks, not assumptions, to prevent legitimacy problems.
2. Define the PR Problem & Challenge
Theory: Identifying how the company is perceived negatively and linking it to ethics.
PR Significance: A clear problem definition acts as a "north star" for all communication decisions.
3. Set SMART Objectives
Theory: Goals must be Specific, Measurable, Achievable, Relevant, and Time-bound.
PR Significance: Allows for professional evaluation of effectiveness (proving PR value).
4. Identify & Prioritize Stakeholders
Theory: Mapping internal (employees) and external (NGOs, media, community) groups.
PR Significance: PR is about managing relationships, not just broadcasting to an audience.
5. Core Message & Positioning
Theory: Creating a single central message aligned with corporate values (CSR/SDGs).
PR Significance: Consistency avoids contradictions that destroy credibility.
6. Design Integrated Strategies
Theory: Combining PR, CSR, and Internal Comm. Actions must support words.
PR Significance: Strengthens corporate legitimacy by ensuring the organization "walks the talk."
7. Tactics & Tools
Theory: Selecting the "how" (press releases, events, storytelling).
PR Significance: Operationalizes the strategy into practical, visible actions.
8. Media Planning & Timing
Theory: Scheduling actions to maintain continuity and repetition.
PR Significance: Prevents "one-off" communication and ensures the message sticks.
9. Budget Planning
Theory: Allocating resources and balancing cost vs. impact.
PR Significance: Shows feasibility and allows PR to justify its investment to management.
10. Evaluation & Control (KPIs)
Theory: Measuring sentiment, trust, and coverage.
PR Significance: Proves value and allows for continuous improvement if objectives aren't met.