Public Relations PURE311 Learning Unit 4 Integrated Public Relations or Integrated Marketing Communication 5 May 2011.

Public Relations PURE311

Learning Unit 4Integrated Public Relations or Integrated Marketing Communication5 May 2011

Understand the IC concepts Explain the theoretical components Discuss the primary areas where change

and evolution necessitated integration Outline the evolution of IC Discuss the co-ordination between PR,

marketing and business management Outline branding and its role in IC Explain brand characteristics Explain the drivers of brand

relationships Discuss the benefits of brand

relationships

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DPR3-LU4- IntegratedCommunication 5 May 2011

Homework/Class work 1

Student manual pp 122-1241.1 Read and understand each concept in the definitions of IC

by• Duncan (2001)• Niemann (2005)• Rensburg & Cant (2009)1.2 Explain the focus of IC1.3 Find an organisation/s on the Internet that exemplify/ies the

three ways in which IC can be applied, as indicated by Hallanhan (in Toth, 2007)

1.4 Identify and explain the theoretical components of IC as identified by Rensburg & Cant (2009)

1.5 Explain the three primary areas where change and evolution made integration necessary, as identified by Duncan (2006)

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5 May 2011DPR3-LU4- IntegratedCommunication


Student manual pp 124-1282.1 Understand each era of the time line for the evolution of

integration in Table 8, pp 125-127 (Barker & Angelopulo,2006) Note how the focus on relationships shifted to building long-term

relationships and brand loyalty, and how integrated marketing management shifted from a focus on Marketing to also including Public Relations and Business Management

2.2 Discuss the coordination between Public Relations, Marketing and Business Management according to Niemann (2005), Fox (2006), Dozier, Grunig & Grunig (1995), Newsom, Turk & Kruckeberk (2007), Grunig, Grunig & Ehling (1992), Bishop (2006), Du-Plooy-Cilliers (2003), Buckley (1967), Grunig & Grunig in Rensburg & Cant (2003) and Barker & Angelopulo (2006)

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Student manual pp 129-1313.1 Understand branding and integrated communication

by defining the concepts of brand, brand identify and image, and branding

3.2 Identify the tangible and intangible attributes of brand characteristics as sourced from Ouwersloot & Duncan (2008) in Table 9 on p129

3.3 Discuss the ten drivers of brand relationships which are at the heart of integrated communication as defined by Duncan & Moriarty, 1997 in Rensburg & Cant (2003)

3.4 Describe the benefits of brand relationships as sourced from Ouwersloot & Duncan (2008) and outlined in Table 10 on p130, specifically relating to benefits to the company and benefits to the customer

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Student manual pp 131-1334.1 Read the case study on KFC South Africa: Hunger to

Hope (World Hunger Relief) Campaign 2008 by Magna Carte and extracted from www.publicityupdate.co.za

4.2 Identify and summarise how integrated communication contributed to the KFC brand as well as supported its Corporate Social Investment (CSI) initiative

• Integrated communication is at the heart of Public Relations• Public Relations works with other management functions to

contribute to overall organisational success• PR establishes and maintains communication systems and

structures to support strategy, strategic planning and management and strategy implementation through programmes and campaigns

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Public Relations PURE311 Learning Unit 4 Integrated Public Relations or Integrated Marketing Communication 5 May 2011.

Documents

grunig grunig

kfc brand

brand loyalty

concepts of brand

integrated public relations

student manual pp

grunig ehling

evolution of integration