What do we mean by integrated

communications?

Vicky Browning, director, CharityComms

What do we mean?

High falutin’:

Integration creates audience-focused

communications that deliver a range of aims

simultaneously – resulting in stronger impact and

greater outcomes

Basic:

Integrated communications is the

concept of making all methods

of marketing – advertising, direct marketing,

public relations, digital engagement etc – work

in unison across all aspects of an organisation’s activities, rather than in isolation

Why is it an issue?

Lack of shared goals

Why is it an issue?

Inflexible brands

Why is it an issue?

Politics

Territorialism

Mutual suspicion

Unrealistic expectations

Misunderstanding

Lack of respect

Lack of involvement

Confusion over roles and responsibilities

Structural silos

Poor communication

So why do it?

The ultimate purpose of integrating your communications

is to improve outcomes, primarily focused on beneficiary

benefits and achieving the organisation’s purpose

It can lead to greater coherence, improved efficiency

and deeper audience engagement

Here’s how UNICEF UK defines it

• We are committed to working together to proactively

plan our mass public communications and marketing

• We are joined-up in everything we do that reaches the

British public, aiming to recruit more loyal supporters for

UNICEF UK

• We are dedicated to developing campaigns and

integrated moments that work together in unity rather

than in isolation

• We are committed to

prioritising – doing fewer

things, bigger and

better – so we use our

resources more effectively

What integrated communications is not

Matching luggage

What integrated communications is not

An excuse for a restructure

What integrated communications is not

Only for those with big budgets

What integrated communications is not

A pretext to call more meetings

What integrated communications is not

A sneaky plan for communications

to take over the world

http://www.funnycatsite.com

What does success look like?

• More people understand who you are and what

you do

• All your messages are focused, clear and

consistent

• Your charity will attract more support and income

• Your organisation will have greater impact

One voice: Best Practice Guideto integrated communications

Available to download from

CharityComms’ website at

www.charitycomms.org.uk/articles/one-voice

In association with

Visit the CharityComms website to

view slides from past events, see

what events we have coming up

and to check out what else we do.

www.charitycomms.org.uk

Integration:breaking down the silos

Conference

26 February 2015

London

#integratedcomms

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