If you feel as though your head is constantly spinning, it may be from the non-stop wave of information coming at you. It just doesn’t seem to add up. In today’s digital age, we take in an almost nonstop flow of information from everywhere. We are constantly processing brands and messages, whether we recognize them or not. This continuous information intake is a staple of today’s media.
To get messages to resonate with an intended audience, communications professionals have to recognize the reality of the current landscape. In turn, they then must structure work effectively. It is the story and the challenge of integrated communication.
Some Import?
As we are often working across a varied set of communication channels and platforms, it is vital to create consistent messaging. Social media, print, video, and digital marketing/PR campaigns all require different nuances. However, keeping your message consistent is vital. An integrated strategy caters well to this type of marketing and messaging. It can penetrate the minds of your target audience, creating a unified message that will resonate.
Additionally, an integrated communications campaign allows us to cast a broad net, bringing as many eyes and ears as possible to your message.
A Few Ticks For Incorporating an Integrated Communications Strategy in Your Campaigns
Here are three steps to set up your client or brand for success with an integrated communications campaign.
1. Develop your singular, unified message.
Every aspect of your campaign should be grounded in your core message. Even if you have a good idea of what this message might be, oftentimes, it needs to be refined. Working to fully extract the right message for your integrated communications campaign is the most crucial step of the process.
2. Effectively communicate that strategy with your team
Everyone needs to be “singing for the same songbook.” Ensure that every member of your team understands your core message, especially those who will directly craft the content of the campaign. If you are working for someone else, you also need to make sure the client is on board. If the person you are working for is telling the story differently than you are, then we are wasting everybody’s time. With everybody on the same page, the messaging of your campaign will be consistent across platforms. This includes the types of content they are producing.
3. Develop content across platforms that draws from your core message
Create content tailored to your audience across platforms, ensuring that your core message resonates. For instance, Instagram content should look different than email marketing content, given the differences in the platforms. Threading the needle between promoting the same core message and creating unique content toward each platform is what will truly resonate, setting your brand apart.
There is both an art and a science to this. These are definitely things you can do on your own on a small scale. If your project is more than bite-sized, give us a call at Chemistry PR and Multimedia! We will definitely be able to pitch in with a few ideas!
