Integrated marketing communication: the needs of advertising and public relations employers in the communications workplace
Battle, Torise Anderson
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Traditionally, advertising and public relations are two distinct functions; however, their similarities can possibly be combined in education and in the workplace. This study uses qualitative in-depth interviews of Atlanta communications employers to determine how combining advertising and public relations affects communications work. In addition, the study also determines the educational requirements recent graduates should have to be successful in advertising and/or public relations jobs. Employers from advertising agencies, public relations firms and in-house communications departments were interviewed about the qualifications they require from new employees, the job duties that their current employees perform, and the usage and effects of Integrated Marketing Communication in their workplaces. Most participants believe that IMC has had a positive effect on their communications practices and that it will become a widely-used concept in the future. Nevertheless, IMC should be used mostly on a case-by-case basis depending on a client’s needs and organizational goals.