Editor’s note: This is the third post in a series of guest commentary pieces from PRSA 2011 Leadership Assembly Delegates focusing on five key strategic areas within the public relations profession.

Examining integrated marketing communications and how public relations professionals are integrated into the mix within their organization, several issues emerge that defy simple answers.

The move toward integrated communication is being driven by a combination of factors, of which social media is simply the most recent.

An informal poll among our discussion group found a consensus that small nonprofits are already utilizing integrated marketing communications due to their size and budget constraints, a conclusion some public relations researchers have also reached. Public relations agencies are moving toward integration as well because that’s what clients need and are demanding. However, most corporations still maintain the silo structure between public relations and marketing.

One of the opportunities for PR is the need to clearly define what the marketing/communications mix is. Although some studies suggest otherwise, there is a hidden danger in the term “integrated marketing communication.” When the word “marketing” is included, the inference is that marketing takes precedence in the relationship, whether intended or not. Is it time to move beyond integrated marketing communications to integrated strategic communications? It’s possible.

Continue reading " Beyond Integrated Marcomms: The Next Frontier for Digital PR "

Yesterday, I had the honor of representing PRSA in a special panel, hosted by the Word of Mouth Marketing Association (WOMMA), examining the impact of the Federal Trade Commission’s planned revisions to its “Dot Com Disclosure” guidelines. I say “honor” because the panel was co-hosted by Rich Cleland, assistant director of the FTC’s Division of Advertising and the Commission’s resident expert on online marketing practices.

PRSA was invited to provide further explanation of our recent commentary to the FTC because we have taken a lead in the public relations industry to advocate for transparent and responsible online communications between brands and consumers. In August, PRSA submitted comments to the FTC in which we advocated for greater clarity concerning online marketing and communications disclosure guidelines. We also requested an opportunity for PRSA and other industry associations and consumer-interest groups to have a voice in the ongoing process to modernize the Government’s digital disclosure guidelines.

Joining me on the panel was Joe Chernov, vice president of content marketing at Eloqoa, who provided insightful commentary on how businesses are potentially using disingenuous SEO techniques to usurp FTC disclosure guidelines.

As I noted at the outset of the WOMMA panel, PRSA believes that our 32,000 members, along with the 200,000-plus U.S. public relations professionals, are responsible in their online communications and marketing practices. PRSA’s Code of Ethics has served as the public relations industry’s de facto self-regulation platform for more than 60 years. More broadly, our peers help weed out those who do not see eye-to-eye with the majority of public relations professionals who believe in honest, fair and transparent communications.

Continue reading " PRSA Takes Stance on Responsible Online Marcomms "