True integration means bringing the different marcom disciplines to focus on the same objectives and general strategies. PR, advertising and promotions people are most often trained at companies that specialize in their specific disciplines.
What we know about IMC is that virtually all the same principles, and many of the same processes apply, whether we're creating the message ourselves, influencing journalists to publish it or selecting promotional partners or offers.
When communicating to the stakeholders – the investors, employees, journalists, sales force, retailers, influencers and ultimate consumers we must find the answers to:
- Who is the target?
- What do they read, listen to and watch?
- Which of the mediums are the most effective and the most efficient?
- What's the message?
- Is it newsworthy or interesting?
- If not, how do we make it so without compromising the message?