As readers of our blog, you are probably wondering why we are covering the topic “integrated communication” now, several years after the trend was initiated. Almost 15 years ago, the agencies of the GWA (Gesamtverband Kommunikationsagenturen/Association of Communications Agencies) considered integrated communication activities as the greatest challenge they had to face and now almost every agency offers a variety of integrated measures.

Of course, we have incorporated the measures and principles of integrated communication campaigns for many years now. Nowadays, the impact of PR campaigns depends on how successful you are in combining classical PR activities such as interviews, high quality press material or releases with some alternative practices like social media services, event support, marketing activities or trainings.

Much has changed since 2000, social networks are important tools to distribute information, numerous publishing houses and trade media publications had to cease operations, blogs became “serious” publications. One point, however, remained the same: It is still an important and challenging task to bring all actions together for the maximum effect. This applies to both clients with smaller PR budgets that can implement only a few measures, as well as to large clients who don’t want to waste money for toothless tigers either. Both groups want to select the activities that support their main objectives: to raise brand and product awareness and – end the end of the day – increase sales a little bit. Of course, a PR campaign is not just another sales tool, but the link of increased attention to increased sales is still visible quite clearly – at least when promoting good products.

How to choose right tools? These depend on the communication objectives and target audience, but also on the available material, the product lineup and budget. We don’t have a single silver bullet for all different scenarios, but we like to give some examples: If you have no real news, then a big press event only makes limited sense – even if you always had big events in the past three years. Please always consider that journalists are not likely to spend their scarce time for a presentation which they cannot use for their work. And even journalists that show up won’t write a story if there is now relevant information for their readers. The math is easy: Money spent on the creation of white papers, infographics, professional articles or studies will have a much larger impact instead. With the help of PR professionals you can produce relevant content even in drought periods and work on maintaining your position as a thought leader.

You should initiate a press tour only if your speakers are ready for this task. Journalists are no customers. They are not interested in marketing messages, but want to get “real” information. If you want to introduce a foreign company to the German market, then show your commitment with German speakers. If you need some help in training your colleagues, then get yourself some professional media training.

Regarding social media, we only suggest to engage in portals your customers use. As a B2B company, you should consider using prefer LinkedIn or XING instead of facebook. In these portals your staff can use your content as a sales tool and act as multipliers. Or create a blog where you can comment on current topics in more than just 140 characters (the twitter limitation).

Another aspect should also be considered: Cooperations with the press are no one-way streets. Also collaborations – may it be the classic ad, advertorials that are preferred by many customers or lead generation activities – are part of integrated communication strategies. Do not forget that the media can only survive thanks to advertisers and companies should have a strong interest maintain these publications. Trust us, the press will show its gratitude!

The media landscape continues to change and communication agencies and departments have to adapt. It may very well be that we will be talking about integrated communication campaigns again in 15 years. It is very likely that other issues and media will dominate our work, but the most important aspect will retain its validity: One-Size-Fits-All is wishful thinking, individual measures lead to success.