Building Electronic Relationships 12
Public relations is often a form of strategic communication. Publics are
active. This is an important fact to consider during the formation of any
communication campaign. Publics should be held in the highest regard when
practicing any form of strategic communication, including public relations in
cyberspace (Botan, 1998).
MarCom (marketing communications) and PR often use the same tools.
Publicity, direct mail, trade shows, printed materials, and the nascent online
message must all be coordinated just as in MarCom. Some view PR is an
exquisitely finessed art, and perceive MarCom is a honed fusion of
disciplines, both achieving a similar effect, however.
Integrated Marketing Communications (IMC) is perhaps not
universally applicable, but the tools of communication are shared, with
different skill sets used or emphasized within each discipline. There are
perceived threats to certain members of the communications family ushered
in by IMC. Still, interdisciplinary folks can be a valued resource for public
relations. Full integration is likely impossible, if not unwise.
Whether the approach is many-to-many, receiver-driven, access-driven,
or market sample of one, knowing your audience is key (Hortz, 1998).