P and P has spearheaded the integrated approach to communications, and demonstrated how this
approach can be integrated into an organisation from an external and internal perspective.
With a comprehensive marketing ‘toolbox’ at its disposal, P and P creates communications’ campaigns that utilise a combination of the most appropriate and relevant tools from the various PR and advertising disciplines, according to a client’s business plan and budget. For example, a product launch might include the following ‘tools’ from the communication toolbox: print, broadcast and online media release and interviews; an event; print and online ad campaign; social media e.g. Facebook, twitter; e-newsletters to both staff and customers, a mini site on the website, SEO, Google Ad Words; printed collateral etc.
P and P ensures that all the various communication tools integrate and leverage off each other to create an impactful campaign that addresses all the touch points of a specific target market. The most powerful aspect of an integrated campaign is the ability to put measurement tools in place to ascertain the effectiveness of the campaign, and how it contributes to the bottom line.
Key to an integrated campaign is the inclusion of appropriate digital and social media in the marketing mix, which can vary from banner ads on relevant portals, e-newsletter sponsorships, and press offices to Facebook and twitter.