Dcm Traning Report

Topics: Marketing, Public relations, Advertising Pages: 40 (9170 words) Published: August 26, 2013
effectineness of pr

THE ROLE AND EFFECTIVENESS OF PUBLIC RELATIONS IN AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM by
SHIRLEY V. JOHNSON

Thesis Advisor
Patricia P. Kuchon, Ph.D.

Submitted in partial fulfillment of the requirements for the Master of Arts in Corporate & Public Communications
Seton Hall University

2005

ACKNOWLEDGEMENTS

First, I would like to give praise to God for blessing me. With His guidance in my life, I was able to stumble upon a wonderful school and program and meet some extraordinary people and professors. I would like to thank my husband who constantly kept pushing me to complete this thesis. At first his constant badgering irritated me, but with his support and "gentle" pushing, I would not have completed my thesis in a timely manner. Thank you, honey. I am finally done!

Next, I would like to thank my mother, who raised eight children and always impressed upon us that the key to accomplishing your dream is to get an education. Thanks mom for always being my biggest fan and providing your undying support. Finally, I would like to thank Dr. Kuchon for her help. When I contacted her in September of 2005 to let her know that I was ready to complete my thesis, she did not ask, "Are you crazy?" Instead she said, "It is going to be difficult but you can do it." Thank you Dr. Kuchon. You are the best!

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TABLE OF CONTENTS

CHAPTERSPAGE

I.Introduction4
Nature of Thesis4-5
Reason for Topic5-6
Research Questions6
Subsidiary Questions7
Definition of Terms7-9

II.Literature Review10-11
Why Integrated Marketing Communications11-13
Information Processing and Integrated Marketing13
Communications
Information Control14
Information Processing15
Information Overload15-16
Relationship Marketing16
The Integrated Marketing17-19
Communications Planning Model
PR: The need for credibility20-22
Public Relations Provides the Glue23-24
Measuring the effectiveness of Public Relations24-26

III.Data Collection & Methodology
Why United Way of America Was Selected27-30
Research Methodology30-33

IV.Survey Analysis34-40

V.Summary & Recommendations41-45

VI.Bibliography46-48

VII. Appendix51-55

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CHAPTER I

INTRODUCTION

Nature of Thesis
Today's world-leading companies such as Pfizer, IBM and McDonalds are using public relations to add power and persuasion to all of their marketing messages. Even more importantly, these companies are using consistent messages throughout their communications programs — marketing, advertising and public relations. According to Thomas Harris, author of Value-Added Public Relations: The Secret Weapon of Integrated Marketing, information, rather than salesmanship, builds credibility with sophisticated and skeptical consumers (1995, p. 8). Public Relations can effectively reach targets where other marketing communications tools fall short. Public relations affects the bottom line and without it, companies and organizations are unable to communicate more effectively to their target audiences.

This thesis project will explore the role of public relations in an integrated marketing communications program. The nature of this thesis shall focus on the following objectives:

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• Explore how and why public relations plays an essential role in
integrated marketing
• Present the many ways public relations can add value to an
integrated marketing communications program

• Discuss how the United Way of America used integrated

marketing communications to launch its re-branding efforts

Reason for Topic
In his book, Harris (1995) looks at how and why public relations plays a critical role in integrated marketing communications and explains the many ways PR can add value to an integrated marketing communications program.

Mr. Harris is an industry-leading expert in marketing public relations. He is also a management consultant...

Bibliography: In his book, Harris (1995) looks at how and why public relations plays a critical role in integrated marketing communications and explains the many ways PR can add value to an integrated marketing communications program.
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