Illustration by Francis Anderson
Having worked at both PR and advertising agencies, I’ve had the opportunity to experience how each view integrated marketing communications (IMC). I believe advertising agencies do not understand IMCs true purpose, but PR agencies do.
Is it because people at ad agencies tend to be more creative-based? Or is it because PR pros are inherently analytical and strategic? Or is it rooted in the education each practitioner receives?
What I Think
I consider advertising professionals to be limited in their knowledge of IMC because they’re not exposed to the many facets of marketing communications in both theory and practice like a PR practitioner is. So I contend that advertising professionals lack of understanding of IMC stems from their cumulative education. University advertising programs look to train their students singularly in advertising, with few courses required in public relations or general communications. Continue reading
