Book chapter
Is communication integration good for public relations?
The Routledge Companion to Public Relations, 18
01 Jan 2023
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Twenty years ago, integrated marketing communication (IMC) was written off as a marketing-takeover of public relations, and, yet, the marketing structure whereby each communication function is coordinated for communicative effectiveness is increasingly the organizational standard. After a hiatus from attention, recent research has revisited the IMC-as-detriment to public relations argument, but studies are yet to examine the effect empirically. This study addresses the effectiveness of integration on public relations through the question: how does integration affect public relations? Despite claims about the marketing threat to public relations in IMC, survey results with public relations professionals in this study show that integration correlates with the public relations mandate to cultivate mutually beneficial organization–public relationships, including high levels of organization–public dialogue, suggesting an alternative to the marketing encroachment argument of integration and providing a theoretical foundation connecting public relations and integration.
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Details
- Title
- Is communication integration good for public relations?
- Creators
- Brian G. Smith - Brigham Young UniversityHyunmin Min Lee - Drexel UniversityKatie R. Place - Quinnipiac University
- Contributors
- D Pompper (Editor)K R Place (Editor)C K Weaver (Editor)
- Publication Details
- The Routledge Companion to Public Relations, 18
- Series
- Routledge Companions in Marketing Advertising and Communication
- Publisher
- Routledge; ABINGDON
- Number of pages
- 14
- Resource Type
- Book chapter
- Language
- English
- Academic Unit
- Communication
- Web of Science ID
- WOS:001091866200022
- Other Identifier
- 991021862790104721
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InCites Highlights
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Communication