Business Commons^™

Integrated Marketing Communications And The Role Of Public Relations, Jennifer Lynch

Mahurin Honors College Capstone Experience/Thesis Projects

Integrated Marketing Communications is new and exciting. It's what's happening with communications today. However, as some define IMC in current literature, it cannot be a substitute for public relations, advertising, and marketing. Other definitions, though, seem to be more inclusive of all three functions. IMC combines a number of communication methods, but it is often flawed in scope. Experts' definitions differ, and IMC won't succeed to its fullest potential until there is more agreement among communicators. IMC is a whole new way of thinking, and may be more appropriately called Integrated Communications. It is a conglomeration of communication techniques and …