We live in a world where communication breakdown is rampant. Polarized ideologies and outrageous political campaign claims have created confusion and consumer frustration. Can legitimate institutions and individuals ever be understood in an environment such as this? It may seem complicated and time-consuming at first, but there is a set of communication initiatives that when used over time can cut through information clutter.
This set of communication power tools is called Integrated Marketing Communication, or IMC. “Integration” in strategic communication has two basic dimensions: The first is the simultaneous use of a variety of media platforms carefully selected for each target market to significantly ramp up the frequency and intensity of messages. The second is to use group dynamics techniques to bring opinion leaders together to clarify competitive advantage, get constituents on the same page with respect to brand identity, and to organize and facilitate aggressive and on-going media “buzz,” and word-of-mouth support.
Bringing basic “marketing” ideas into strategic communication establishes that to communicate them successfully, programs, products, prices, ways to connect, and on-location experiences, all need to meet real consumer needs. To make sure this happens the primary communicator must be a major and active player in the entire strategic planning process.
When all of these pieces are in place, Integrated Marketing Communication will provide a powerful set of communication tools that can clarify authentic messages and cut through the bewildering information clutter of this new digital media world.
Larry D. Lauer 
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