If you've wondered how to beef up your overall communications strategy, consider whether you have fully integrated your various methods of delivering your message.
Do you say one thing in a press release and another on Twitter? Are you consistent when it comes to blog posts and brochures? Do your earned media efforts support your paid advertising campaign?
Integrated communications is getting more and more attention these days. Why?
Because there are so many channels in which to reach potential audiences and customers. If we aren't careful, messages can get diluted. Audiences are more likely to become confused.
Integrated communications also recognizes that not all methods of communication have the same impact. The limitations of one medium can be supported by the advantages of another. For instance, earned media can often add a level of authority not possible with a TV commercial.
In order to be successful, all employees need to communicate so that the necessary information is available to those who need to know. Cooperation is essential if true integration will work.
The bottom line is a recognition that there is no single best way to reach an audience. By focusing on what the customer needs to know and the best strategies to reach that customer, an integrated communications plan can be developed that will bolster awareness of one's brand among a variety of delivery methods.
That awareness will hopefully result in more sales, clicks or sign-ups.
firstname.lastname@example.org Twitter: @mack_comm