It seems so obvious, yet for some reason so elusive. Decades after the phrase "integrated communications" was first coined, most brands and organizations are no closer to realizing its potential despite a communications landscape that increasingly demands such a comprehensive approach.
While countless companies and agencies explore methods to coordinate their various communications activities, I believe integration is more a question of philosophy than process. And it starts with one pivotal question: are your communications efforts oriented around a shared set of goals?
Imagine a football team without a common purpose. Wouldn't the offense go for it every time on fourth down regardless of field position, putting their defensive teammates in a hole if they're unsuccessful? Understanding the bigger picture -- in this case, the importance of field position -- allows for decision-making that supports the overarching goal of winning the game.
More than any other communications discipline, public relations encompasses an organization's relationships with the full range of its stakeholder groups -- customers, employees, investors, government and likely many others. That's why I believe PR pros are uniquely qualified to drive integrated thinking, because of our uniquely comprehensive perspective.
Friday, February 20, 2009
Sunday, February 1, 2009
"Say It Ain't So, Mike"
It'll be interesting to see what kind of fallout results from the picture of Michael Phelps smoking pot that ran in a British tabloid.
Still basking in the adulation earned through his herculean feats at the Beijing Olympics, Phelps proved he was human after all -- not because he smoked marijuana, but by being foolish enough to do so in the presence of strangers. To his credit, he issued a prompt, sincere and painfully scripted statement admitting his poor judgment.
Phelps caught a lucky break by having the news break on the day of Super Bowl XLIII. I suspect he'll catch another break from sponsors who won't toss him overboard -- unlike, say, Michael Vick -- because marijuana use is considered a pretty minor indiscretion these days.
Good crisis management? Unfortunately, probably just a sign of our times.
Still basking in the adulation earned through his herculean feats at the Beijing Olympics, Phelps proved he was human after all -- not because he smoked marijuana, but by being foolish enough to do so in the presence of strangers. To his credit, he issued a prompt, sincere and painfully scripted statement admitting his poor judgment.
Phelps caught a lucky break by having the news break on the day of Super Bowl XLIII. I suspect he'll catch another break from sponsors who won't toss him overboard -- unlike, say, Michael Vick -- because marijuana use is considered a pretty minor indiscretion these days.
Good crisis management? Unfortunately, probably just a sign of our times.
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