effectineness of pr
THE ROLE AND EFFECTIVENESS OF PUBLIC RELATIONS IN AN INTEGRATED MARKETING COMMUNICATIONS PROGRAM by
SHIRLEY V. JOHNSON
Patricia P. Kuchon, Ph.D.
Submitted in partial fulfillment of the requirements for the Master of Arts in Corporate & Public Communications
Seton Hall University
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!
TABLE OF CONTENTS
Nature of Thesis
Reason for Topic
Definition of Terms
Why Integrated Marketing Communications
Information Processing and Integrated Marketing
The Integrated Marketing
Communications Planning Model
PR: The need for credibility
Public Relations Provides the Glue
Measuring the effectiveness of Public Relations
Data Collection & Methodology
Why United Way of America Was Selected
Summary & Recommendations
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:
• Explore how and why public relations plays an essential role in
• 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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