What is integrated communication and what are the real benefits for your company?
Posted: Tue Dec 03, 2024 9:20 am
The market is constantly evolving and competitiveness leads companies to the need to innovate, change and adapt all the time.
With new means of communication emerging and the advancement of technology, the concept of integrated communication has proven to be the major trend to be adopted by organizations that wish to stand out and ensure effective marketing for their business.
In short, we can say that integrated communication consists of the combination of planning, strategies and use of different means of communication so that an organization can achieve its objectives, including the promotion of the brand and its products or services.
Especially in marketing, communication is related to the different ways used to convey a company's message about itself and its products and services.
Every organization needs to communicate and its voice can come from different sources, such as the press office , or professionals in Journalism, Public Relations and Advertising.
Nowadays, communication can be done through tools such as vp r&d email lists websites, blogs, videos and press releases. However, despite the different formats, the objective of the message should be the same.
Therefore, for communication to be efficient, there must be synergy in the information to be transmitted, with an identity that reveals who the company is that is communicating with the receiver.
press office
There are at least 4 aspects that need to be considered when a company communicates with its audiences, which are:
coherence, that is, messages need to relate to each other across all channels where they are transmitted;
consistency, which means that all communication efforts are directed by the same language and the same meaning;
continuity, so that messages have a temporal sequence and help the customer move through the sales funnel;
complementarity, with messages that complement each other and form a complete and fully understandable message.
The purpose of this article is to present a more detailed definition of integrated communication, what its benefits are for an organization, how it can be applied in practice and why having the help of a specialized company can be the best solution. Keep reading and understand the subject better. Let's go!
What is integrated communication?
In general, we can say that, in an organization, integrated communication is the process in which all types of communications made and their respective information have a single objective. In this part, we live the concept of pro-business communication , whose objective is always to bring business results to the client.
For integrated communication to be possible, it is necessary for the strategic functions of the communication activities carried out in the company to be aligned and integrated in a continuous manner, combining efforts and resulting in a uniform and clear message.
We can therefore state that integrated communication is the set of strategies and actions planned by the organization with the aim of consolidating its image before its audiences — internal and external.
Considered one of the world's greatest marketing experts and author of several books on the subject, American university professor Philip Kotler points out that integrated communication must “approach the entire marketing process from the perspective of those who receive it”.
Therefore, all of a company's communication needs to have as its main focus and reference its customer, who receives the message.
Traditionally, in many companies, communication activities used to be divided into different sectors, with individual cores, which resulted in different languages and actions, even though they were part of the same company.
With divisions that do not articulate with each other, it is difficult to achieve unity that has the same values, objectives and mission.
The idea of corporate communication followed standards, with internal communication being the responsibility of the Public Relations sector, advertising and publicity publications being the responsibility of Marketing professionals, and journalists being responsible for releases and communication with the press.
Thus, it was not uncommon for the same organization to run humorous and relaxed advertising campaigns, but maintain internal communication full of bureaucracy and authoritarianism, for example.
With this in mind, the practice of integrated communication highlights the need for a single image for the corporation, regardless of the audience with which it speaks or interacts. More than just dialoguing, the idea is for sectors to plan together and decisions to be shared.
According to Professor Margarida Kunsch, also the author of several books in the area, in addition to internal communication, institutional and marketing communication form the tripod of organizational communication, so that the set of each sector results in harmonious and efficient communication.
This means that a company's communication plan must have all parts interacting with each other in harmony, so that the message is objective and contains a single ideal. In all media, the message needs the elements of coherence, consistency, continuity and complementarity.
When all resources point in the same direction, the company's principles are perceived by the public without generating doubts or confusion. On the contrary, transparency and clarity are transmitted, and consequently, reliability and credibility are produced.
With new means of communication emerging and the advancement of technology, the concept of integrated communication has proven to be the major trend to be adopted by organizations that wish to stand out and ensure effective marketing for their business.
In short, we can say that integrated communication consists of the combination of planning, strategies and use of different means of communication so that an organization can achieve its objectives, including the promotion of the brand and its products or services.
Especially in marketing, communication is related to the different ways used to convey a company's message about itself and its products and services.
Every organization needs to communicate and its voice can come from different sources, such as the press office , or professionals in Journalism, Public Relations and Advertising.
Nowadays, communication can be done through tools such as vp r&d email lists websites, blogs, videos and press releases. However, despite the different formats, the objective of the message should be the same.
Therefore, for communication to be efficient, there must be synergy in the information to be transmitted, with an identity that reveals who the company is that is communicating with the receiver.
press office
There are at least 4 aspects that need to be considered when a company communicates with its audiences, which are:
coherence, that is, messages need to relate to each other across all channels where they are transmitted;
consistency, which means that all communication efforts are directed by the same language and the same meaning;
continuity, so that messages have a temporal sequence and help the customer move through the sales funnel;
complementarity, with messages that complement each other and form a complete and fully understandable message.
The purpose of this article is to present a more detailed definition of integrated communication, what its benefits are for an organization, how it can be applied in practice and why having the help of a specialized company can be the best solution. Keep reading and understand the subject better. Let's go!
What is integrated communication?
In general, we can say that, in an organization, integrated communication is the process in which all types of communications made and their respective information have a single objective. In this part, we live the concept of pro-business communication , whose objective is always to bring business results to the client.
For integrated communication to be possible, it is necessary for the strategic functions of the communication activities carried out in the company to be aligned and integrated in a continuous manner, combining efforts and resulting in a uniform and clear message.
We can therefore state that integrated communication is the set of strategies and actions planned by the organization with the aim of consolidating its image before its audiences — internal and external.
Considered one of the world's greatest marketing experts and author of several books on the subject, American university professor Philip Kotler points out that integrated communication must “approach the entire marketing process from the perspective of those who receive it”.
Therefore, all of a company's communication needs to have as its main focus and reference its customer, who receives the message.
Traditionally, in many companies, communication activities used to be divided into different sectors, with individual cores, which resulted in different languages and actions, even though they were part of the same company.
With divisions that do not articulate with each other, it is difficult to achieve unity that has the same values, objectives and mission.
The idea of corporate communication followed standards, with internal communication being the responsibility of the Public Relations sector, advertising and publicity publications being the responsibility of Marketing professionals, and journalists being responsible for releases and communication with the press.
Thus, it was not uncommon for the same organization to run humorous and relaxed advertising campaigns, but maintain internal communication full of bureaucracy and authoritarianism, for example.
With this in mind, the practice of integrated communication highlights the need for a single image for the corporation, regardless of the audience with which it speaks or interacts. More than just dialoguing, the idea is for sectors to plan together and decisions to be shared.
According to Professor Margarida Kunsch, also the author of several books in the area, in addition to internal communication, institutional and marketing communication form the tripod of organizational communication, so that the set of each sector results in harmonious and efficient communication.
This means that a company's communication plan must have all parts interacting with each other in harmony, so that the message is objective and contains a single ideal. In all media, the message needs the elements of coherence, consistency, continuity and complementarity.
When all resources point in the same direction, the company's principles are perceived by the public without generating doubts or confusion. On the contrary, transparency and clarity are transmitted, and consequently, reliability and credibility are produced.