Kirk Hazlett,Kirk Hazlett, APR, Fellow APR, Fellow PRSAPRSA

Associate Professor of CommunicationAssociate Professor of Communication&&

Coordinator of the Public Relations Coordinator of the Public Relations ConcentrationConcentration

Faculty Adviser,Faculty Adviser,

Curry College Public Relations Student Curry College Public Relations Student AssociationAssociation

A Little About KirkA Little About Kirk

35+ years' federal government and 35+ years' federal government and nonprofit nonprofit

organization PR experience. PR for member organization PR experience. PR for member

services and healthcare organizations services and healthcare organizations

ranging from Blood Bank of Hawaii to ranging from Blood Bank of Hawaii to

Honeywell Corporation to Medical Area Honeywell Corporation to Medical Area

Service Corporation to Boston Harborfest. Service Corporation to Boston Harborfest.

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INTEGRATED INTEGRATED

MARKETING MARKETING

COMMUNICATIONSCOMMUNICATIONS

Working and WinningWorking and Winning

Together as CommunicatorsTogether as Communicators

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In the Beginning…In the Beginning…

Advertising

Use of paid, controlled

media to influence the

actions

of targeted publics

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And there was…And there was…

Marketing

Researching, creating, refining,

promoting a product or service;

distributing that product or service to

targeted consumers

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And there was…And there was…

Public Relations

Management of relationships between an organization and

publics that can affect its success.

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Integrated Marketing Integrated Marketing CommunicationsCommunications

Advertising Public RelationsMarketing

Integrated Marketing Communications is just that…the merging together of marketing, advertising, and public

relations.

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Integrated Marketing Integrated Marketing CommunicationsCommunications

• An effort by advertising agencies to An effort by advertising agencies to

add public relations tools into their add public relations tools into their

client service mix.client service mix.

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Why??Why??

• Need for cost-savingsNeed for cost-savings

• Benefits of synergyBenefits of synergy

• Impact of public and social policy Impact of public and social policy

issuesissues

• Rise in relationship marketingRise in relationship marketing

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Benefit of IMC TacticsBenefit of IMC Tactics

•You can generate more buzz You can generate more buzz about the product using IMCabout the product using IMC..

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TodayToday

• Clients want more than just advertising Clients want more than just advertising

and marketing.and marketing.

• They also want the credibility that comesThey also want the credibility that comes

through third-party endorsement.through third-party endorsement.

• For For thatthat, they need , they need public relationspublic relations..

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In Integrated Marketing Communications, We’re

All…