Phrases like “Oh sugar!” were often used as a substitute.
Which brings me on to today’s topic, and the one word in the English language which for so long has been taboo in the professional world I operate in: the field of COMMUNICATIONS.
PR, Marketing, Advertising, Customer Service, Digital, Journalism, Branding – they are all based on the principals of the real ‘C’ word.
The re-emergence of ‘integration’ (especially in the fields of PR and Marketing)
The Vocus Whitepaper I read last night summed it up pretty well:
Integrated marketing and communications is the Holy Grail – and has been for several decades, and although it’s still seemingly idealistic, we have never been closer to achieving this goal. A confluence of measures and changes in the industry from a changing media landscape to social media and PR’s more central role in marketing, to the rise of reputation of management – the perfect storm of events has set the conditions to realize the objectives.
What does this mean?
It means different things to different people, but it mainly comes back to where your interests lie, which is the problem and the solution.
The problem lies in our almost insatiable need to ‘categorise’ and ‘label’ everything we do / offer.
Hi, I’m Joe Bloggs and my agency specialises in digital media.
Hello, I’m Joanne Blabbs, and we just do offline PR.
Yep, Jeff Johnson here, and we strictly look after customer facing issues only.
I hate to spoil the party, but the end consumer doesn’t really care, and increasingly neither does the person charged with making the decisions that impact on the end consumer: Chief Marketing Officers (CMOs).
The CMO has always wanted complete COMMUNICATIONS solutions.
The problem has been that the disciplines within the discipline have continued to grow, creating silos internally and externally, making this virtually impossible.
Perhaps now, as each discipline gently bleeds into one another organically, we’ll see the ‘C’ word taken off the blacklist and given a VIP pass.
The people / agencies / departments that can, through approaching communications as a truly integrated piece, will be the ones CMOs will cherish more than anything over the next few years because that’s THE JOB THAT NEEDS DOING.
So, don’t be afraid to be someone who embodies the ‘C’ word…I can’t think of a more complimentary term in 2010.
*Just to clarify, beyond any doubt, the C with the asterix next to it refers to ‘communications’ – just in case my Mum reads this and interprets it slightly differently. Love you Mum.